Bonds tells tales of uncomfortable underwear in new Leos campaign for Comfytails
Bonds is promoting its new Comfytails underwear with a series of ads telling the ‘uncomfytales’ of women and their poor underwear choices.
The ‘Uncomfytales’ tell stories of poor underwear choices
Created by Leo Burnett Melbourne, the ads flash back in time to show a woman in her 20s, shedding light on humiliating events where ‘fashionable’ underwear have caused havoc.
The first spot shows a woman meeting her boyfriend’s family; however, when her underwear is no longer bearable, she tries to flush them down the toilet only to flood the bathroom.
That’s really bad.
How can a brand get it so right with the boys and so wrong with this?
Mmmm. Yes well, knickers are not always purchased for comfort, or at least, not comfort above all else. I guess these ads are aimed at the group who buy entirely for comfort ( they must have always existed) and the few sadderbutwisers who have joined them.
I love it!
Fun, relatable. Great work guys.
Who were the wowsers that removed some classic advertising material.
They were some of the most invigorating advertisements that I’ve seen for some time.