Pat Rafter's Last Hurrah for BONDS

BONDS has launched its latest campaign, promoting a new range of very, very comfy undies, the FLEXITS, starring long time BONDS ambassador, Pat Rafter.

 

The new commercial plays on Pat's real-life persona of being an uncomfortable underwear model. "Nobody wants to see a 40 year old dad in their undies on TV", explains Rafter.

 

BONDS and Banjo leveraged a genuine situation and wrote a category-breaking spot that will engage the blokes of Australia through its honesty, humour and pure cheekiness. A script that finally convinced Pat to break his contract and do a last hurrah in his underwear.

 

In this commercial we see life imitating art, imitating life, as his agent goes to any length to persuade Pat to strip down one final time. The spot was directed by Nick Ball via Finch.

 

 

Client: BONDS

Agency: Banjo

Executive Creative Director: Georgia Arnott

Group Creative Head: Dean Hamilton

Senior Art Director: Seamus Higgins

Agency Producer: Meredyth Judd

Account Director: Lucy Smith

Account Executive: Ashleigh Beddoes

Senior Planner: Peta Morton

 

Production Company: Finch

Director: Nick Ball

Executive Producer: Karen Bryson

Managing Director / Executive Producer: Rob Galluzzo

DOP: Ross Emery

Art Director: Rebecca Cohen

Wardrobe: Lisa Javelin

Hair / Make-Up: Jane Atherton

 

Editor: Seth Lockwood

Flame Artist: Dave Roberts

Colourist: Edel Rafferty

Post-Production: Method Studios

Audio: Song Zu

 

Pacific Brands Underwear Group, GM of Marketing: Tanya Deans

BONDS Marketing Manager: Zoe Hayes

BONDS Brand Manager: Michelle Edgar