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.