Anthropomorphized testicles are nothing new in advertising. But Australian agency Clemenger BBDO in Melbourne offers a humorous new addition to the pantheon with this campaign for Bonds underwear—in which two balls banter about life down under, which gets markedly better with the arrival of the company's product.
"Men's testicles have to put up with a lot in life. Heat, cold and—shudder—impact all affect them," says agency group managing director Simon Lamplough. "The least men can do is keep 'The Boys' comfy in a nice new pair of Bonds undies."
This is illustrated in the first of what will be three comical online films, featuring a pair of balls hanging around in wicker chairs, arguing with the brain, dealing with sudden impacts and generally seeking a less confusing, painful existence—which Bonds provides.
The strategy, of course, is to actually get guys to watch content on the topic of underwear, and buy new, better-fitting pairs long before they absolutely have to. The first film has been released online and will run across paid and owned social and digital channels. Subsequent installments will be released over coming weeks.
CREDITS
Client: Bonds
Head of Marketing: Emily Small
Digital Marketing Manager: Ryan Wilson
Agency: Clemenger BBDO Melbourne
Creative Chairman: James McGrath
Executive Creative Director: Ant Keogh
Creative Director: Ant Phillips
Creative Director: Richard Williams
Senior Producer: Karolina Bozajkovska
Group Managing Director: Simon Lamplough
Account Director: Grant Oorloff
Planning Director: Michael Derepas
Production: Guilty Content
Director: Tony Rogers
Producer: Jason Byrne
DOP: Marin Johnson
Editor: HM Creative - Richard Hamer
Online: Stafford Wilson, Kitset Grafix/Sam Coates, FINISH
Sound: Flagstaff - Paul Le Couteur