A sushi chef, an expert fisherman, a property advisor, and former AFL coach Kevin Sheedy, are amongst five industry experts enlisted to explain and espouse the benefits of ‘protecting your assets’, ‘maintaining your tackle’, and ‘winning the ball game’ in a new campaign for Bonds Total Package.

 The Effie winning campaign launched Bonds’ newest game-changing innovation in men’s undies, Bonds Total Package. With its unique Total Support Pouch technology, Bonds has created an underwear offering that separates and supports, taking comfort to a whole new level, and cementing Bonds’ position as the leader in comfort and innovation.

The campaign is based on the insight that Aussie blokes put their balls through a lot. Using tongue-in-cheek innuendo, woven through monologues about their specific expertise, the 5 industry experts talk about the innovation in their pants in a humorous and relatable way.