Bonds and Clemenger BBDO Melbourne are back for another installment of”The Boys’ campaign for Bonds’ male undies range.

‘Cycle’ follows on from the first two videos, ‘Impact’ and ‘Swim’.

Not surprisingly, the average Aussie male doesn’t think about underwear very often. In marketing terms, it’s a massive stretch. Instead, they happily wear jocks that are old, ill fitting and riddled with holes, only buying a new pair when their last pair falls off them or their girlfriend yells that they’re a disgusting manifestation of the human race.

Talking about men’s undies isn’t the most natural topic at the pub, so Bonds has been tapping into something men do care about: their balls.

Bonds realised that highlighting all the pros of buying its undies just wasn’t cutting the mustard, so instead has been hitting men in the proverbials to help them realise the impact a poorly fitting pair of undies is having on their crown jewels.

“Men’s testicles have to put up with a lot in life. Heat, cold and (shudder) impact all affect them. The least men can do is keep The Boys comfy in a nice new pair of Bonds undies,” Clemenger BBDO Melbourne group MD Simon Lamplough said.

The ad has been released online and will run across paid and owned social and digital channels.