Rafter, in the twilight of his modelling career, shows us he is a jock of all trades.
Bonds has launched a new campaign via Clemenger BBDO, Melbourne reminding Australians to refresh their sock drawers. Featuring long standing Bonds Ambassador Pat Rafter, the campaign launch film sees Rafter return to the limelight for what he thinks will be his next big Bonds Underwear commercial. The ad takes a humorous turn when Rafter realises his underwear modelling days are over and he's been relegated to a sock model.
Rafter has been the face of Bonds for over ten years and whilst his prior engagement with the brand has seen him front Bonds Underwear and the Bonds Baby Search campaign, this time he toes the line as the face of Bonds socks.
Says Emily Small, head of marketing, Bonds: "Pat has been an ambassador for Bonds for over ten years. He was the natural choice when it came to promoting our comfy socks range and is always up for a laugh."
It's clear that former Bonds underwear ambassador Rafter was an obvious shoe-in for the Bonds Sock campaign, continuing to win over Aussies with his charm and humour.
Hailed as Australia's favourite sock, Bonds Socks offer cushioned soles to provide extra comfort, a contoured heel for a better fit and Invisi Grip technology so socks always stay in place.
Rafter, in the twilight of his modelling career, shows us he is a jock of all trades in the latest campaign for Bonds Socks that launches on TV and social, along with in store and OOH activity.