Father’s Day is creeping up fast, and in a tongue-in-cheek campaign from Clemenger BBDO Melbourne, Bonds is asking Aussies to recognise the various sacrifices dads make when having kids. From stretch marks and swollen ankles, Bonds says fathers often feel the impact of having children in their own bodies, just as mothers do.

A pre-baby body becomes a distant memory once kids arrive and guys are consigned to sporting a ‘Dad-bod’ for ever more.

But this Fathers Day, dads everywhere can feel more comfortable with their ‘Dad-bods’ in a comfy pair of Bonds undies. Elasticated waistbands, a comfortable fit will allow dads to relax, go with the flow and be at peace with their man boobs.

Emily Small, head of marketing at Bonds, said, “Fathers Day is one day in the year to truly recognise the dads in our lives. They aren’t perfect but they do a great job and we think they deserve a little moment in the spotlight as well as an upgrade of their undies drawer”.

In the lead up to Fathers Day, Bonds is launching an online film that highlights the plight of dads, with the film complemented by a social campaign and in-store point of sale encouraging everyone to ‘Think of Fathers’ and buy their dad’s some comfy undies.

Ant Phillips, creative director at Clemenger BBDO Melbourne, added, “As a father myself I can sympathise with the stresses that kids place on a mans body. It’s not easy. I’ve always had cravings, but the pregnancy and birth just legitimised them for me.

“There’s no going back now and I’m proud that I’ve been able to work with Bonds to celebrate all the real dads out there.”