Protect Yourself From Yourself

17 March 2014

Advertiser: Bonds
Creative Agency: Clemenger BBDO (Melbourne)

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Bonds has launched a new campaign in a bid to rid the world of men's pit stains and butt cracks. Created by Clemenger BBDO Melbourne, 'Protect Yourself from Yourself' promotes Bonds' Flexits Undertee and Guyfront Trunk with two executions – one of a young officer worker who sabotages his own presentation every time he raises his arms, and another featuring a guy inadvertently flashing his butt crack to a girl in the park.

Clemenger BBDO executive creative director Ant Keogh says the campaign is designed to both "entertain and educate" Aussie men. "Sometimes, without even realising it, guys can be their own worst enemy. The moral of this campaign is to pay attention to your underwear drawer and keep things up to date,” he said.

The TV campaign consists of two 30-second and two 15-second TVCs.

Bonds – Undies TVC
Bonds – Undertees TVC


GM Marketing, Pacific Brands Underwear Group: Tanya Deans
Marketing Manager, Bonds: Emily Small
Senior Brand Manager, Bonds: Michelle Edgar

Creative Chairman: James McGrath
Executive Creative Director: Ant Keogh
Art Director: Tim Bishop
Copywriter: Alex Metson
Art Director: Nic Buckingham
Executive Producer: Sonia von Bibra
TV Producer: Pip Heming
Managing Partner: Simon Lamplough
Senior Account Director: Marnie McKenzie
Account Director: Kate Forster
Account Executive: Alex Carroll

Production Company: Curious Film
Director: Mark Gilbert
Executive Producer: Peter Grasse
Producer: Kate Menzies
DOP: Ryley Brown
Offline Editor: Tim Parrington, The Butchery
Online Editor: Eugene Richards, The Refinery
Audio: Paul Le Couteur and Stevo Williams, Flagstaff Studios

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