Bonds underwear's circumcision-themed ad gives both 'crewnecks' and 'turtlenecks' a seal of approval

Clemenger BBDO Melbourne is back with more frank and funny talk about manhood

Published On
Aug 11, 2020

Editor's Pick

Bonds, the Australian underwear brand that dressed up two men as a pair of sweaty, chatty testicles, is out with another campaign full of double entendres. This time, it’s shirts vs. skins…er, coupes vs. convertibles…um, crewnecks vs. turtlenecks.

Like the previous campaign “The Boys,” the spot from Clemenger BBDO Melbourne recasts a bit of male anatomy (or lack thereof), this time with a locker room full of men in shirts representative of their circumcision condition. 

Anyone who’s been to a YMCA knows plenty of gym-goers parade around in the buff, hiding absolutely nothing. The men in this spot are equally open about their clothing choices—crewnecks vs. turtlenecks—which they talk around in an open-minded yet at times, uncomfortable way, making it clear that whatever you might be wearing is fine. All the while, their bottoms are covered in Bonds boxer-briefs. "Comfy undies for turtlenecks and crewnecks," the endline reads.

The campaign is running across live streaming sports app Kayo, social and digital channels and in Bonds stores.


Aug 11, 2020
Client :
Agency :
Clemenger BBDO
Head of Marketing :
Kelly McBride
Marketing Manager :
Kedda Ghazarian
Brand Manager :
Amanda Varbaro
Production Company :
Producer :
Jason Bryne
Director :
Tony Rogers
Joey Knox
Stills Photographer :
Christopher Tovo
Post Production Finishing :
Sam Coates
Sound :
Squeak E. Clean Studios

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