Australian underwear brand Bonds is making its official debut in the United States, launching its own website and scoring a wholesale deal with Amazon.
To buoy the move, Australian celebrity Robert Irwin and Zimbabwean-Australian singer and songwriter Tkay Maidza are fronting a new marketing campaign directed to the US market. Films at the end.
Key categories dropping in the market include Bonds’ Chafe Off range, Icons, Originals, X-Temp Air, Everyday and the Bonds Chesty Tanks, all across men’s and women’s.
"Bonds have been keeping Aussies comfy for over 100 years, so launching in the U.S. is an exciting new chapter for our brand,” Bonds head of marketing Kedda Ghazarian said. “We’re thrilled to introduce our iconic underwear and signature Aussie spirit to Americans – and help them level up their top drawer with down under comfort.
“Made for Down Under features Aussie legends Robert Irwin and Tkay Maidza – backed by an epic cast of snakes, spiders, lizards and crocodiles.”
The video adverts were directed by Exit’s Stefan Hunt, with stills captured by Sam I Am’s Lula Cuchhiara. Everything was captured in-camera, including snakes, spiders, and Australia’s crankiest croc ‘Elvis’.
“Two things are widely known about Australia in the US: the laidback nature of our people and our unusually high concentration of dangerous animals,” ECD of Special Australia Ryan Fitzgerald said.
“Less commonly known is how the former stays true in the presence of the latter. The secret? Our very comfy undies. We’re excited to share this gift with our American friends.”
The Made for Down Under national campaign will roll out across out-of-home, digital, social, SiriusXM podcast network, connected TV and Amazon, beginning April 3 and running through the rest of the year.
With Robert Irwin:
With Tkay Maidza: