Iconic Bonds Underwear Campaign Returns

Bonds, one of Australia’s most-loved heritage brands, is set to revisit one of TBWA\London’s most iconic campaigns to celebrate the arrival of its underwear range onto UK shores.

 

The London ad agency has recreated the billboard campaign, only this time it features Australian bombshell actress Rachael Taylor dressed only in her Bonds underwear. Next to her, in true Ozzie style, are the words ‘G’Day Boys’.

 

The original iteration was first revealed in 1994, and quickly cemented its position in the advertising hall of fame. Widely regarded as the most iconic ad of all time, Hello Boys is famous for its role in growing the Wonderbra brand – and also as the root cause of several car crashes involving smitten male drivers.

 

The collaboration between TBWA\London and Bonds pays homage to the original poster, mimicking it as closely as possible. It will help to raise awareness that one of Australia's biggest and most loved brands is operative in the UK, with outlets in John Lewis, Oxford Street and Peter Jones, Sloane Square.

 

The campaign goes live on 15th April and will run for two weeks. Three 48-sheet billboards will be present at three sites across London: the Chelsea Yacht Club, Kensington High Street and Finchley Road.

Given the history of the Hello Boys campaign, TBWA\London have forewarned traffic police operative in the above areas and have been assured that requisite measures are in place to avoid a repeat of the accidents that sparked much controversy in 1994.

 

Zoe Hayes, Marketing Manager at Bonds commented: “TBWA had me at G'day with our launch campaign for the UK. They've harnessed the Bonds charm and cheekiness with this simple but striking idea - and the scorchingly hot Rachael Taylor complements our very comfy undies (or pants as you folk call them up there). We cannot wait to bring even more fun and undies to the UK with TBWA very soon... Watch this space.”

 

Lindsey Evans, President of TBWA\London added: “TBWA\London has revisited one of its most iconic ads, applying a cheeky Aussie twist to celebrate Bonds' arrival on UK shores. The result is clever, confident and an ad that doesn't take itself too seriously - much like the brand itself.”

 

Rachel Taylor said: “Bonds is an Aussie icon and it's great to celebrate its UK arrival with a fun and cheeky campaign”.

 

Credits

 

Client: Pacific Brands, Bonds

General Marketing Manager, PBUG, Tanya Deans

Marketing Manager, Bonds, Zoe Hayes

Brand Manager, Bonds, Michelle Edgar

 

Creative Agency: TBWA\London

Chief Creative Officer: Peter Souter

Executive Creative Director: Andre Laurentino

President TBWA Group UK: Lindsey Evans

Account Director: Maggie Nukk

Account Manager: Kirsten Barnes

Media Agency: M2M media

 

Photographer: Nick Hudson via The Arc Factory

Model: Rachel Taylor

Hair: John Dee

Make up: Robin Black