Bonds Shop Your Shape The Comfy Tops versus The Tails

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More good work from the Bonds pants people.

The same campaign, with a touch more attitude.

Bonds Shop Your Shape Hipsters vs No Show TV ad

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I’ve posted a succession of great Bonds work.

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.

The Bonds Industries logo

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.

Bonds remain a cool and clever brand.

Some other examples: blokes, babies, hipsters, rollers, others

Bonds shop your shape – mens Quick Dry versus the No Rides TV ad

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I’ve long been a fan of Bonds work.

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.

A similar approach to the ads featuring girls

I get the “no rides” classic Hipsters (as featured in their girl band ad with attitude) and “comfy tops”.

My only question is the “quick dry” range for men…?

Either way more good work from Bonds following in the footsteps of their last baby ad – Zip It. with Devo.

Stonemen “striptease” afternoon delight underwear ad

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Some controversy is bubbling up in marketing circles.

Recently there has been much discussion at how safe (vs shocking) advertising has become. If shock tactics work, how far can you go (ref the latest Amnesty International work)? Are shock tactics (sex, violence or otherwise) the lowest common denominator and lacking any true creativity?

This is where the advertising standards bureau plays a role. The problem is that the rise of the viral marketing campaign and the lack of a traditional TV ad leaves them in limbo and potentially powerless to act.

One thing is for certain, this campaign is creating brand fame for an otherwise unknown underwear brand called Stonemen.

As reported in B&T magazine, the ad asks the user to take a webcam headshot of themselves which is then overlayed on the face of a Stonemen underwear model in the featured magazine, with the user thereby becoming the object of the woman’s sexual fantasy.

Media personality and founder of women’s advocacy group Collective Shout, Melinda Tankard Reist, today told B&T she thought the campaign was backward and delusional.

Offensive or not, it is getting the attention and notoriety it intended.

This teaser when watched on Youtube leads you to the website where you can personalize the picture. The only distribution is via your own social media choices. View it here: http://afternoondelight.stonemen.com/

Some see this as the “diffusing and amusing” humorous element to the campaign. The problem as we all know is that the average high volume user of social media is under 18 and there is no barrier to them accessing, personalizing (in what ever fashion they chose) and distributing this?

The brand director has said:
“The high production values of the film reflect Stonemen’s own obsession with quality. To print a seamless 360 degrees image on a pair of undies has been a labour of love for us and we wanted to bring the same level of craft to the film. It’s rare that virals have this aesthetic and adding an interactive element is a genuine marriage between beauty and the kind of fun you like to have with your mates.”

The debate rages on and of real interest is how we moderate the ever increasing digital distribution of advertising messages, as well as what we deem acceptable in personal social media distribution, particularly when the age of the average user is most likely to be under 18 and it is facilitated by brands with campaigns like this.

A stark contrast to the ad posted here earlier this month. Conflicting strategic thinking, creative execution and impact:

BONDS – Made to be see.

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.

New Bonds Underwear ad – Hipsters Band.

Bonds make a good ad. Previous posts have featured the skills of Rollerskating ladies in pants targeting youth (and young pre-pubescent boys in particular!)

https://sullieseverything.wordpress.com/2009/08/10/new-bonds-underwear-ad-racey-shapes/

The Campaign Palace have launched a new version for the Hipsters range, specifically targeting ‘So You Think You Can Dance’

A great (and consistent) campaign that will live on-line for some time.

New Bonds Underwear Ad – Rollerskating “Racey Shapes”

Bonds Underwear is well known DownUnder.

They have had a traumatic PR ride as their production went off-shore, but in the face of a PR maelstrom, they have continued with high profile interesting advertising.

The latest ad is the subject of a later post:

New Bonds Hipsters Underwear ad – Band.

Sarah Murdoch has featured as have some “happy slapping” girls.

The recent ads catch the eye. One for the ladies (or pre-pubescent boys) is “Racey Shapes”:

The ad by The Campaign Palace, is reminiscent of a 70’s classic. Very Heather Graham in Boogie Nights…

It features the now much loved Bond Girls on roller skates and is another good addition to a strong campaign idea to show off pants to their best.

Proving that Bonds clearly have a sense of humour, their ad for the boys boxer still brings a smile each time I see it:

http://www.bonds.com.au/#latestAds