Bonds Tells Some 'Uncomfytales' in Newly Launched Campaign via Leo Burnett Melbourne

Bonds has launched its latest campaign introducing Comfytails. The campaign, created by Leo Burnett Melbourne, celebrates women via a series of TVCs that tell the 'Uncomfytales' - flashbacks to the nineties when these women were in their twenties, making underwear mistakes of epic proportions.

The campaign aims at women blessed with the wisdom to know that it's better to be comfy than to persist with some of the trends that characterised their underwear youth. They're not only waving goodbye to the polyester thong, they're fully embracing a new era of being comfortable as well as being fashionable.




Hailed as the underwear to wear for when you've outgrown uncomfortable, Bonds Comfytails features a range of can't-live-without staple undies. A palette of basic colours, stylised florals and textured prints, they are made from super comfy and breathable cotton, and include a seamfree range.

Says Emily Small, head of marketing, Bonds: "These tales will resonate with women who are looking for underwear that feels as good as it looks."

Says Sarah McGregor, head of copy, Leo Burnett Melbourne: "Everyone has a tale of underwear woe -and they're nearly always painfully funny."

The TV spots are supported by magazine and online content.

Client: Bonds
Head of Marketing: Emily Small
Marketing Manager: Michelle Taylor
Senior Brand Manager: Mahli Pullen

Agency: Leo Burnett Melbourne
CCO - Jason Williams
Copywriters: Sarah McGregor & Garret Fitzgerald
Art Director: Joe Hill
Senior Agency Broadcast Producer: Cinnamon Darvall
Senior Designer: Tiffany Wilson
Group Account Director: Amanda Nicoll
Account Director: Emma Lazarou
Director of Integrated Strategy - Ilona Janashvili

Production: Finch
Director: Alex Roberts
Senior Producer: Kate Merrin
Producer: AnnaTara Clark
DOP: Tim Tregoning
Editor: Rodrigo Balart
Sound: Soundloung