Ad Nut
Aug 05, 2019

Underwear maker wants you to join the fight against glo-ball warming

Bonds’ latest effort to promote new men’s undies is another silly, innuendo-laden winner.

Ad Nut has heard all the lewd jokes you can imagine related to nuts. Most induce an eye-roll, some a squeaky titter, and then on rare occasions, a good cheeky chortle.

So Ad Nut applauds once again the masters of nether-regional humour, Bonds, and Leo Burnett for the underwear brand’s newest offer to save men—or rather a ‘mandemic’, Ad Nut’s favourite new word—from the inevitable consequence of global warming: sweaty testicles. Previous lauded efforts include a quest into ‘bush land’ with women, and the renowned ‘The Boys’ campaign.

“We know that many men are suffering in silence with sweaty balls, so we set out to prove that there really is a better way with Bonds X-Temp,” said Michelle Taylor, Bonds marketing manager. “The campaign is a humorous way to get them to stop and think about their current underwear and highlight the tech behind our most innovative undie yet.”

That about sums it up, and the craft is as good as expected, Ad Nut wincing and laughing in equal measure at the unashamed silliness of it all. Sure Ad Nut accepts it’s all rather laddish, but as with previous Bonds work its handled with a deft touch, displaying more wit than boorishness.

The campaign is rolling out across Australia on TV, OOH, radio, digital and social media. The meatballs-to-dim sum-to-plums montage is particularly funny, and viewers will be treated to a six-second online bumper of just that sequence, together with another comprising the welder scene. The full ad comes in at just over one minute.

One wonders at the much-touted cooling technology of the new undies, but Ad Nut is sure this will get people talking about glo-ball warming, which for now is a welcome relief from nut jokes.


Hanes Australasia | Bonds
GM Brands: Emily Small
Head of Marketing: Kelly McBride
Marketing Manager: Michelle Taylor
Senior Brand Manager: Kedda Ghazarian

Leo Burnett Melbourne
CCO: Jason Williams
Creative Directors: Daniel Pizzato & Michelle Walsh
Creative: Jim Walsh
Senior Integrated Strategist: Tallon Mason-Kaine
Senior Business Director: Lauralee Cuzner
Senior Account Manager: Kim Thompson
Agency Producers: Eliza Malone & Kaelene Morton
Film Production: Guilty Content
Director: Tony Rogers
DOP: Aaron Farrugia
Executive Producer: Rohan Timlock

Producer: Karen Sproul

Offline Editor: Tim Parrington – The Editors

Colourist: CJ Dobson – The Editors

Online Artist: Jamie Scott – The Editors

Post Producer: Charlotte Griffiths & Claire Perry

Sound: Sam Hopgood – Bang Bang Studios

Music: Nylon Studios 

Photography Production: Photoplay Photography

Photographer: Chris Budgeon

Photographer’s Producers: Alison Lydiard & Penny O’Brien

Media Agency: OMD Melbourne

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

(This article first appeared in Campaign Asia.)

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