Bonds starts national conversation about Turtlenecks versus Crewnecks with men

10 August 2020

Creative Agency: Clemenger BBDO (Melbourne)

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The campaign will run across live streaming sports app Kayo, social channels, online and in Bonds stores.

Australian underwear brand Bonds is starting a national conversation about the underwear needs of men with ‘Turtlenecks’ versus men with ‘Crewnecks’.

Because while all men are born equal… some get slightly modified. To date, other underwear brands have overlooked this important point of differentiation.

But not Bonds.

As the original home of ‘very comfy undies’, no brand is better placed to offer underwear for those who retained an extra layer of epidermis and underwear for those who lost it.

“We are always looking for new ways to innovate. The mens underwear category generally follows tried and tested conventions, so we felt it was time to shake things up," Bonds head of marketing Kelly McBride says.

"We are highlighting a truth that all men are aware of, but maybe haven’t given due consideration to when it comes to their choice of undies. We hope we’ll get on men’s radars with this cheeky message.”

Clemenger BBDO Melbourne executive creative director Richard Williams says there has been a shift in the crewneck and turtleneck divide over the last 70 years.

“Approximately 20% of Australian men have crewnecks today, a big change from the 1950s when roughly 80% of the male population had the ‘chop’," Williams says.

"Despite ‘Team Crewneck’ being a rarer breed than ‘Team Turtleneck’, we know both teams have questions and we hope this campaign gets all men talking more freely. You’re welcome.”

The campaign will run across live streaming sports app Kayo, social channels, online and in Bonds stores.

Credits:

Client: Bonds

Head of Marketing: Kelly McBride
Marketing Manager: Kedda Ghazarian
Brand Manager: Amanda Varbaro

Creative agency: Clemenger BBDO Melbourne
Production company: Guilty
Producer: Jason Bryne
Director: Tony Rogers
DOP: Joey Knox
Stills Photographer: Christopher Tovo
Post Production: Finish – Sam Coates
Sound: Squeak E Clean

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