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Crewneck or Turtleneck? Aussie Underwear Brand Encourages Men to Rethink Foreskin Fashion

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Clemenger BBDO Melbourne opens the conversation on underwear comfort and how Bonds is paving the way for change
Crewneck or Turtleneck? Aussie Underwear Brand Encourages Men to Rethink Foreskin Fashion

Yes, you read that right, Bonds, Australia’s favourite underwear brand, is starting a national conversation about the underwear needs of men with ‘Turtlenecks’ versus men with ‘Crewnecks’.

Because while all men are born equal… some get slightly modified. To date, other underwear brands have overlooked this important point of differentiation.

But not Bonds.

As the original home of ‘very comfy undies’, no brand is better placed to offer underwear for those who retained an extra layer of epidermis and underwear for those who lost it.

Kelly McBride, head of marketing at Bonds, said: “We are always looking for new ways to innovate. The mens underwear category generally follows tried and tested conventions, so we felt it was time to shake things up. We are highlighting a truth that all men are aware of, but maybe haven’t given due consideration to when it comes to their choice of undies. We hope we’ll get on men’s radars with this cheeky message.”

Richard Williams, executive creative director at Clemenger BBDO Melbourne, said: “Approximately 20% of Australian men have crewnecks today, a big change from the 1950’s when roughly 80% of the male population had the ‘chop’. Despite ‘Team Crewneck’ being a rarer breed than ‘Team Turtleneck’,we know both teams have questions and we hope this campaign gets all mentalking more freely. You’re welcome.”

So, whether you’re the proud owner of a Turtleneck or a Crewneck, head to now and purchase the right comfy undies for you.

The campaign will run across live streaming sports app Kayo, social channels, online and in Bonds stores.

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Client: Bonds

Head of Marketing: Kelly McBride

Marketing Manager: Kedda Ghazarian

Brand Manager: Amanda Varbaro

Creative agency: Clemenger BBDO Melbourne

Production company: Guilty

Producer: Jason Bryne

Director: Tony Rogers

DOP: Joey Knox

Stills Photographer: Christopher Tovo

Post Production: Finish – Sam Coates

Sound: Squeak E Clean

Genres: Comedy, People, Dialogue

Categories: Underwear, Clothing and Fashion

Clemenger BBDO Melbourne, Mon, 10 Aug 2020 05:28:13 GMT