Bonds Asks Aussies To Think Of The Fathers In Cheeky Clemenger Spot

Bonds Asks Aussies To Think Of The Fathers In Cheeky Clemenger Spot
SHARE
THIS



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.

Main2[2]

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.”

Credits:
Client: Bonds
Head of Marketing: Emily Small
Senior Brand Manager: Mahli Pullen
Assistant Brand Manager: Kedda Ghazarian
Agency: Clemenger BBDO Melbourne
Creative Chairman: James McGrath
Chief Creative Officer: Ant Keogh
Creative Director: Ant Phillips & Richard Williams
Group Managing Director: Simon Lamplough
Account Director: Grant Oorloff
Senior Producer: Lisa Moro
Operations Director -Sharon Adams
Production Company: Guilty
Director – Tony Rogers
Producer: Jason Byrne
DOP: Marin Johnson
Editor: Sam Coates
Photographer: Chris Budgeon

Please login with linkedin to comment

Bench PR Ogilvy & Mather Sydney Twitter

Latest News

“Means F@cking Nothing!” Tony Armstrong Talks Winning A Logie
  • Media

“Means F@cking Nothing!” Tony Armstrong Talks Winning A Logie

ABC’S Tony Armstrong has opened up about how he feels about winning A Logie, and how hard it really is doing breakfast television. Armstrong has become the ‘it’ boy of television. He constantly goes viral on ABC’s breakfast show; who can forget, “My Mum’s scarf!” If you haven't already don't forget to vote Tony Armstrong […]

Michael Bass Named New Chief Trading Officer For Dentsu APAC
  • Media

Michael Bass Named New Chief Trading Officer For Dentsu APAC

Dentsu International has announced the appointment of Michael Bass (pictured) as chief trading officer, media, Dentsu Asia Pacific. With over 20 years’ experience, Bass’ career has included a range of senior investment and trading roles across the media sector. Bass spent seven years at IPG Mediabrands as trading director of Initiative and subsequently moved on […]

The Block’s Regional Move Translates To More Regional Viewers
  • Media

The Block’s Regional Move Translates To More Regional Viewers

Nine’s The Block burst back onto the scene last night, and interestingly its regional move has translated into more regional viewers. This season of The Block isn’t based on apartments or inner city semis. Instead, The Block has gone rural. The contestants are renovating five separate homes, each on 10 acres of land outside of Melbourne […]

Streets And Asembl Join Forces To Create Ice-Cream-Scented Candles
  • Campaigns

Streets And Asembl Join Forces To Create Ice-Cream-Scented Candles

Brand extension agency Asembl has partnered Streets’ iconic ice-creams with Australian home fragrance, candle and oil diffuser specialist, dusk for a dreamy creamy fragrance range. Now online and launching on Thursday August 11 2022 in dusk stores across Australia, the range including candles, MoodMist fragrant oils, tealights and melts is the very first time these […]

ROLLiN And BMEOF Highlight Hip Hop History In New Project
  • Campaigns

ROLLiN And BMEOF Highlight Hip Hop History In New Project

ROLLiN car insurance has partnered with creative studio Bear Meets Eagle On Fire (BMEOF) to create a 16-part mini-series celebrating important dates in hip hop history. Building on the cultural cachet of the brand launch spot — which featured a yellow puppet named Larry rapping along to Digital Underground’s ‘90s classic ‘The Humpty Dance’— ‘Hip […]

Domino’s Teases Burger Delivery Innovation
  • Campaigns

Domino’s Teases Burger Delivery Innovation

Domino’s has released an ad campaign announcing its move into burger delivery via It’s Friday. The ad is centralised around the phrase “Finally, burgers made to be delivered”, a reference to Domino’s self-proclaimed title as the experts in food delivery. Adam Ballesty, chief marketing officer of Domino’s ANZ, said: “We’re excited to be able to […]

Russel Howcroft Re-Signs To Stay With 3AW Breakfast Until 2026
  • Media

Russel Howcroft Re-Signs To Stay With 3AW Breakfast Until 2026

Australian media personality Russel Howcroft has re-signed a multi-year deal as co-host of 3AW’s Breakfast show, which will see him continue to partner Ross Stevenson on Breakfast for another four years. “’We are delighted Russ is committing to 3AW for the long term”, said 3AW station manager, Stephen Beers. “Ross Stevenson and Russel Howcroft have […]

PASADENA, CA – OCTOBER 10: Mel B attends NBC's
  • Media

The Masked Singer Is Back And It Is A Bonkers Extravaganza

10’s Masked Singer is gearing up to return, and what it lacks in seriousness, it makes up for in silliness and usually ratings. Masked Singer will be airing from Sunday 7th of August, and it is racing onto the scene after the success of 10’s Hunted. EP Tamara Simoneau chatted with B&T, about why 10’s […]

Icon Agency Rockets Into PRovoke APAC Fast Movers Rankings Top Five
  • Marketing

Icon Agency Rockets Into PRovoke APAC Fast Movers Rankings Top Five

Integrated communications firm Icon Agency has been ranked the fourth fastest growing agency in the Asia-Pacific, Middle East and Africa, according to the 2022 PRovoke PR Agency ‘Fast Movers’ rankings. Icon’s fee income for calendar 2021 grew 84.3 per cent, making it the fastest-growing and largest independent agency in Australia. The Melbourne-based indy was ranked […]

Tiger Brokers Offers Mullet Wigs And Free Tickets In Support Of Melbourne Storm
  • Campaigns

Tiger Brokers Offers Mullet Wigs And Free Tickets In Support Of Melbourne Storm

Tiger Brokers, an online broker for millennials and Gen Z, is offering fans the chance to win sideline seats to Melbourne Storm’s Round 21 clash against the Titans at AAMI Park (Friday 5 August 2022). The campaign has reached its peak, and now every Australian can also have the chance to win a Melbourne Storm […]