Bonds brings ‘dad-bods’ into the spotlight in new Clemenger BBDO campaign
Bonds will launch a new tongue-in-cheek campaign next week for Father’s Day, that shows off the many shapes of Australian dads.
“My kids have given me so many happy memories. And chins.”
The campaign created by Clemenger BBDO Melbourne, ‘Think of Fathers’, consists of a series of videos and in-store posters featuring Australian dads in their underwear talking about how they have let themselves go since becoming dads.
Someone give the Bonds marketing team a gold medal. Bloody brilliant
It’s nice to see feminist propaganda infiltrating yet another brand.
Guys: don’t for a moment forget that it’s the woman who has the hardest job.
Indeed. As if the snarky, militant feminist articles of the daily life on the homepage of the SMH aren’t enough to continually remind us males of our unending shame and need to be forever guilty of who we are.
Feminist propaganda? That doesn’t even make sense given the comment you follow that assertion with.
The joke is on the dads in this. If you can’t see that then you’re looking for problems where none exist.
Is this spot actually targeting the WAGS who are presumed to be the primary buyer of the underpants? I can see how it would potentially appeal to that audience – but speaking as a male / father / out of shape person – it does nothing for me. Not funny, not relatable. It feels like some sort of “in-joke” that hasn’t quite come off.
Lots of Chiefs. Wonder who did the actual work.
Actually a relatively small team of people, but they were quite senior people.
Rich and Ant P were the creatives who came up with the idea, and James and Ant K were involved (as always) from a creative leadership perspective.
Simon and Grant were the suits. Mike Derepas was the planner on it, but he wasn’t included in the credits for some reason, forgetful PR people perhaps.
Great advert guys. I agree with Mike. I am a male and a father.