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Iconic Australian underwear brand Bonds is upping the fashion stakes with a bold campaign for its latest range.

The brand is positioning its new Bonds Originals underwear range as a fashion-forward collection, enlisting fashion directors and photographers – as well as director Gracie Otto – to help create a fashion brand with a sense of humour.

The campaign aims to capture the familiar feeling of hot summer days when the mercury is so high that all you can do is lounge around in your underwear. To capture this the ad was filmed in Coober Pedy, a remote desert town where the temperatures are so extreme the majority of the residents live underground.

The campaign also heralds the return of the brand’s tagline ‘Gotta be Bonds’, which featured in advertising throughout the 80s and 90s.

Michelle Taylor, marketing manager for Bonds, said, “The products are modern, Aussie designed essentials, and with the name Originals, this launch felt like the perfect time to bring back our original tagline, Gotta be Bonds, and breathe some new life into it.”

The campaign, which was created by Leo Burnett Melbourne, will run across TV, outdoor, social and digital platforms.

Jason Williams, chief creative officer at Leo Burnett, said, “We wanted to take Bonds somewhere completely different to where they’ve been playing, while anchoring them in their roots as an iconic Australian brand. Fashion with a bit of Aussie tongue in cheek. Fashion that doesn’t take itself too seriously.” 

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