The legendary Australian brand has launched in the states with a campaign that lets Americans in on how Aussies stay so relaxed in the face of deadly wildlife. Fronted by Australian legend Robert Irwin and music icon Tkay Maidza, Bonds are bringing “Made for Down Under” comfort to the U.S, giving Americans the chance to be as laid back as Australians are.
“Bonds have been keeping Aussies comfy for over 100 years, so launching in the U.S. is an exciting new chapter for our brand. We’re thrilled to introduce our iconic underwear and signature Aussie spirit to Americans – and help them level up their top drawer with down under comfort. Made for Down Under features Aussie legends Robert Irwin and Tkay Maidza – backed by an epic cast of snakes, spiders, lizards and crocodiles,” says Kedda Ghazarian, Head of Marketing, Bonds.
The films were directed by Exit’s Stefan Hunt, with stills captured by Sam I Am’s Lula Cuchhiara. Everything was captured in-camera – snakes, spiders, Australia’s crankiest croc ‘Elvis’ and Robert Irwin’s chiseled physique (no CGI necessary). The fearless Australian talent effortlessly model their favorite Bonds undies while posing in the midst of danger. Bonds has their backs – and bums – covered. Ryan Fitzgerald, ECD of Special Australia added, “Two things are widely known about Australia in the US: the laidback nature of our people and our unusually high concentration of dangerous animals. Less commonly known is how the former stays true in the presence of the latter. The secret? Our very comfy undies. We’re excited to share this gift with our American friends.”
The Made for Down Under national campaign will roll out across OOH, digital, social, SiriusXM podcast network, connected TV and Amazon, beginning 3 April and running through the rest of the year.
- CREDITS
- Client: Bonds
- Head of Marketing: Kedda Ghazarian
- Senior Brand Manager: Edwina Moller
- Agency: Special
- SPECIAL AUSTRALIA
- CEO & Partner: Lindsey Evans
- CCO & Partner: Tom Martin & Julian Schreiber
- CSO & Partner Melbourne : Rebecca Stambanis
- Managing Director Melbourne : Sasha Firth
- Business Director: Marnie Dunn
- Head of Strategy, Melbourne: Nathan Rogers
- ECD Melbourne: Ryan Fitzgerald
- Creative Directors: Joe Ranallo, Will Winter-Irving
- Social Creative: Eliza Smith, Heidi Rabbitts
- Design Director: Sabine Schwarz
- Design: Sarah Ristevski
- Head of Film + Content Melbourne: Sophie Simmons
- Senior Producer: Glen Mcleod
- SPECIAL US
- CEO & Partner: Kelsey Hodgkin
- Group Strategy Director: Janet Shih
- Film Prod Co: EXIT
- Managing Partner: Wilf Sweetland
- Executive Producer: Leah Churchill Brown
- Director: Stefan Hunt
- Producer: Luke Kneller
- D.o.P: Max Walter
- Editor: Lucas Vazquez
- Grade: Fergus Rotherham
- VFX/Online: Alt.VFX
- Sound/Music: Sonar Music
- Head of Production: Haylee Poppi
- Sound Engineer: Andy Stewart
- Composer: Josh Pearson
- Stills Prod Co: Sam I Am
- Stills Photographer: Lula Cucchiara
- Stills Executive Producer: Rich Cole
- Stills Senior Producer: Henry Richardson
- Social & TikTok Videographer & Post Production: Luke Tysoe
- Media Agency: Hearts & Science, Flywheel
