Bonds avoids ‘self-obsessed’ trip down memory lane in move to remain relevant to cosumers
Bonds will roll out the second phase of its centenary celebration push early next month as its marketing head explained why it resisted the temptation to reflect on the brand’s history in its campaign material.
Group marketing manager for Pacific Brands underwear group Tanya Deans told Mumbrella it deliberately steered away from a trip down memory lane as it wanted to remain relevant to today’s consumers.
She said too many brands become self-obsessed when they mark a milestone anniversary and incorrectly believe consumers care about their history.
A brilliant ad. Fresh and inclusive. Almost perfect.
It’s the opposite of the tioheys ad.
An amazing ad with an appropriate nod to its yesteryear while keeping it fresh and funky.
I want a pair of Bonds now.
When it came in our house, we all put down our phones and watched intently. Very well done ad
That is fantastic!
Fantastic work. One of the best I’ve seen this year. Fresh, fun and totally on brand.
I wonder how many people will whinge about the use of “5 x 20” and near naked women twice.
So simple. So awesome.
I LOVE it! Well done Tanya!!!!
Ok Leo’s staffers. Thanks for your contributions.
Let’s not get too carried away. This is so far from ‘creative gold’ it’s not funny.
Dancing girls and an 80’s INXS track is about as retrospective as it gets for Bonds.
So dancing, music and undies is different from the work that Clems has done for Bonds?