Bonds axes Pat Rafter as underwear model

Bonds has launched its latest campaign today.

Featuring long standing Bonds ambassador Pat Rafter, the campaign launch film sees Rafter return to the limelight for what he thinks will be his next big Bonds underwear commercial.

The ad takes a humorous turn when Rafter realises his underwear modelling days are over and he’s been relegated to a sock model.

Pat Rafter has been the face of Bonds for over ten years and whilst his prior engagement with the brand has seen him front Bondsunderwear and the Bonds Baby Search campaign, this time he toes the line as the face of Bonds socks.

Bonds head of marketing Emily Small said the star was an obvious shoe-in for the role.

"Pat has been an ambassador for Bonds for over ten years. He was the natural choice when it came to promoting our comfy socks range and is always up for a laugh."

Bonds socks offer cushioned soles, a contoured heel and Invisi Grip technology.

The campaign will launch on TV and social, along with in store and OOH activity.