It is one of the best examples of campaign consistency. Sexy, fun ads for the target that are really great product demonstrations. Relevant, interesting and motivating from an emotional and rational point of view.
All with well crafted soundtracks (particularly the Baby “Zip It” work). And great product names / descriptors. Simple, but effective.
I hope with the changes at the company they stick to the plan – all too often the need for change in a campaign can be client rather than consumer.
The ads are all well branded – the style is itself a brand attribute with good music and lots of model movement in a signature Bonds fun fashion (roller-skating being a good example).
Bonds are featuring the Comfy Tops and Hipster No Shows for women and the No Rides for men.
The campaign, called Versus, pits the new shapes against one another and tells the consumer to “Shop Your Shape”.
It is clear, simple and direct as well as very well produced for the target. Essentially a great product demonstration which is at the heart of many good ads. Boys want to be these guys and girls want to be with these guys.
I like the Bonds work. It is in the main simple and is based on a great product demo (even the underwear). It sells you the stuff in an informative, unique and entertaining way.
I particularly liked previous efforts such as Rollerskating. Good clean fun and famous for it.
This is nice, but as they have hit the nail on the head with a great track – Whip it by Devo, they might have been a bit more inventive in the execution – a few more naughty babies perhaps? I’ve got one if they were struggling…
Having previously posted about the local fascination with BONDS underwear ads – girls in pants – this ad goes a bit far into girl power for the target market of pre-pubescent boys, sorry that should be young empowered girls.
Not as good as their previous, but some good product branding.
I would suspect that the re-appearance of the 2008 Boost “Roller Guru” ad featuring the funk of Teddy Pendergrass’ “Only You” has something to do with the new Bonds “Racey Shapes” ad. (see the ad in the post below…)
Roller Guru is by The Furnace. Nice production. Also nice that the featured girl got some Bonds work after Boost. The skater on the right is a guy.