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.

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