Meanwhile Downunder: Bonds Stages an Epic Underpants Dance-off

Bonds - What's Your Shape?

‘The Hipsters’ versus ‘The Quick Drys’… ‘The Cool Its’ versus ‘The GuyFront trunks’.. ‘The Comfy Tops’ versus ‘The Tails’? Not since the Jets rumbled against the Sharks in West Side Story has their been a dance-off like this, and seriously folks, who doesn’t love dancing in their underwear with a few of their closest friends.

Australian underwear brand Bonds wants to know ‘What’s Your Shape?’ and you could win a drawer full of undies for you and five of your mates. Just wander over to the Bonds Facebook page and choose which group you want to ‘hang’ with (oh yes, I went there). Right now, the Hipsters and are way out in front, with the Tails in second.

If you want to strip down, then get down with your bad self – you can download an mp3 of the music from the ad on the Facebook application as well… maybe just remember to draw the curtains.

The campaign was created by Banjo Advertising with the Facebook application developed by WiTH Collective.


Aussie Underwear Brand Presents a Unique Take on ‘The 12 Days of Christmas’

Bond's 12 Days of ChristmasAs Christmas presents go, new underwear usually falls very low on the my holiday wish lists. That might change if underwear adverts were more exciting, like this example from iconic Australian underwear and clothing brand Bonds.

The advert features actress Rachel Taylor as the ‘Partridge in a Pear Tree’ and a cast of 60 other talented Aussies skateboarding, dancing, leaping, drumming, swimming and well… 8 mates a drinking milk while sliding across the floor in their socks.

It’s all part of Bonds unique take on the 12 Days of Christmas. Besides the 60 second example embedded above, the commercial was also produced as 12 separate 10 seconds ads that each featured one part of the familiar carol. The products are all grouped on an area of their online store as the 12 Deals of Christmas.

The most striking part of the ad (besides the 9 ladies dancing) is the rumbling baritone vocals of Sydney singer/songwriter Jack Ladder (real name Tim Rogers).

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Randy MathesonI am a Nova Scotia raised Creative Guy, currently Director of Emerging Media at Delvinia, a Digital Strategy & Customer Experience Design Firm in Toronto. I’m a huge fan of the creative use of digital technologies in social media, marketing, sports and entertainment. I use this blog to share the more interesting examples that I find. If you’re in need of a break, join me over at for a cocktail.