Australian briefs brand offers support for 'The Boys'

Bonds wants men to consider what goes on inside their briefs

Bonds, a 100-year-old underwear brand in Australia, has enlisted Clemenger BBDO Melbourne for a digital video campaign aimed at exposing the underside of men's comfort.

"The average Aussie male doesn’t think about underwear very often," the company said. "In marketing terms, it’s a low-involvement category." To bring the subject closer to home, the company decided to focus on men's testicles, along with the benefits of a seamless stitch, elastic waistband, 100% cotton and accessible pouchs.

The first film will run across paid and owned social and digital channels, with subsequent instalments being released over coming weeks.

This article first appeared on campaignasia.com.