BONDS Says 'Goodbye Friction' in Campaign with Special

Let's face it, the world would be a better place without friction. But thanks to BONDS, there's no need to imagine a chafeless utopia; see it brought to life in this new campaign by Special.

Chafe is simply the worst. It makes your loins tender and your downstairs oh so angry. Worst of all, all this friction downstairs leads to friction upstairs — an angrier you. Thankfully, BONDS Chafe Off™ undies are here to soothe, creating a nicer, happier, friction-free world.

The Goodbye Friction campaign imagines a world where, thanks to BONDS Chafe Off™, friction is a thing of the past; the heated trash talk in a rugby scrum transforms into compliment-laden words of affirmation, and hot headed chefs dish up wholesome support and appreciation with their trademark passion and intensity.

The campaign sets up the possibility for BONDS to play an active role in helping people bid Goodbye to Friction in all aspects of life. Be it amongst sporting rivals, between reality TV contestants or in heated gridlock traffic, there’s no bit of prickly friction that can’t be soothed.

“From all caps emails to gnarly carpark interactions, band breakups to the global political climate, friction really does have a lot to answer for. There’s plenty that can be soothed by simply donning a pair of BONDS Chafe Off™ undies, we’re looking forward to seeing what else the BONDS brand can take from punchy to positive,” said Ryan Fitzgerald, executive creative director at Special.

BONDS marketing manager, Liz Coburn, added, "We hear from men every day that chafing is their #1 pain point when it comes to undies. BONDS Chafe Off™ is revolutionising the game by stopping friction in its tracks. Through our cheeky BONDS humour, we hope to share the friction-free joy to Aussie men all around the country."

The campaign is brought to life across Online Video, Social, OOH, and POS.