The brief from Bonds was simple, get men talking about their undies again. It turns out that men don’t really think much about their undies and because of this they never really buy new jocks until things have got a little out of control. Bonds wanted to put undies on men’s radars again but knew historically talking to them about the product benefits of their smalls doesn’t really work. So for this campaign we thought we would talk about something that they’re a little more attached to: Their Balls.

We created three spots that ran online that featured two testicles talking to each other about the problems they encounter downstairs on a daily basis. Each video resolved with “The Boys” living the dream in a pair of Bond’s famous comfy undies.