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.
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