Bonds urges men to fight Glo-ball warming in new campaign via Leo Burnett

5 August 2019

Creative Agency: Leo Burnett Sydney

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Encouraging blokes to spare a thought for the health and comfort of their balls

In its latest offering via Leo Burnett, Bonds is encouraging blokes to spare a thought for the health and comfort of their balls. More specifically, how a rise in global temperatures is steaming them like a couple of dumplings. It’s a “mandemic” that’s been playfully dubbed, Glo-ball Warming.

This large scale national campaign comprising TV, OOH, radio, POS, digital and social media activity, launched over the weekend and encourages men to fight the good fight and pull on a pair of Bonds X-Temp – the latest in undie innovation with built in technology to trigger cooling when your body temperature rises. Science!

Bonds Marketing Manager, Michelle Taylor, says: “We know that many men are suffering in silence with sweaty balls, so we set out to prove that there really is a better way with Bonds X-Temp. The campaign is a humorous way to get them to stop and think about their current underwear and highlight the tech behind our most innovative undie yet.”

While it’s quite clearly having a laugh, Glo-ball Warming is based on real research that suggests men should keep their balls cool and comfy in order to promote optimum testicular health.

Leo Burnett Creative Director, Michelle Walsh, says: “Every bloke gets hot, sweaty balls (so I’m told) but they’ll rarely talk about it, let alone do something about it. So, this was a fun, playful way of getting them to consider how they treat their precious cargo and prove to them that the right jocks can make all the difference.”

“A lot of men have been ignoring what is a very real, uncomfortable truth. There are some things underwear can’t change but thankfully, there are some things it can. The campaign tackles a big issue by starting small,” adds Leo Burnett Creative Director, Daniel Pizzato.

The clips:

Long form film 

Campaign Credits:
Client: Hanes Australasia | Bonds
GM Brands: Emily Small
Head of Marketing: Kelly McBride
Marketing Manager: Michelle Taylor
Senior Brand Manager: Kedda Ghazarian

Agency: Leo Burnett Melbourne
CCO: Jason Williams
Creative Directors: Daniel Pizzato & Michelle Walsh
Creative: Jim Walsh
Senior Integrated Strategist: Tallon Mason-Kaine
Senior Business Director: Lauralee Cuzner
Senior Account Manager: Kim Thompson
Agency Producers: Eliza Malone & Kaelene Morton

Film Production: Guilty Content
Director: Tony Rogers
DOP: Aaron Farrugia
Executive Producer: Rohan Timlock

Producer: Karen Sproul

Offline Editor: Tim Parrington – The Editors

Colourist: CJ Dobson – The Editors

Online Artist: Jamie Scott – The Editors

Post Producer: Charlotte Griffiths & Claire Perry

Sound: Sam Hopgood – Bang Bang Studios

Music: Nylon Studios
Photography Production: Photoplay Photography

Photographer: Chris Budgeon

Photographer’s Producers: Alison Lydiard & Penny O’Brien

Media Agency: OMD Melbourne

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