GLO-BALL WARMING

TitleGLO-BALL WARMING
BrandBONDS
Product / ServiceMEN'S UNDERWARE
CategoryA04. Consumer Durables
EntrantLEO BURNETT MELBOURNE, AUSTRALIA
Idea Creation LEO BURNETT MELBOURNE, AUSTRALIA
Media Placement OMD MELBOURNE, AUSTRALIA
Production GUILTY CONTENT Melbourne, AUSTRALIA
Production 2 SQUEAK E. CLEAN STUDIOS MELBOURNE, AUSTRALIA
Additional Company BANG BANG STUDIOS Melbourne, AUSTRALIA
Additional Company 2 THE EDITORS Sydney, AUSTRALIA
Additional Company 3 HANNES AUSTRALIA (BONDS) Melbourne, AUSTRALIA

Credits

Name Company Position
Jason Williams Leo Burnett Chief Creative Officer
Daniel Pizzato Leo Burnett Melbourne Creative Director
Michelle Walsh Leo Burnett Melbourne Creative Director
Jim Walsh Leo Burnett Melbourne Creative
Tallon Mason-Kaine Leo Burnett Melbourne Senior Integrated Strategist
Lauralee Cuzner Leo Burnett Melbourne Senior Business Director
Kim Thompson Leo Burnett Melbourne Senior Account Manager
Eliza Malone Leo Burnett Melbourne Senior Producer
Kaelene Morton Leo Burnett Melbourne Agency Producer
Tony Rogers Guilty Content Director
Aaron Farrugia Guilty Content DOP
Rohan Timlock Guilty Content Executive Producer
Karen Sproul Guilty Content Producer
Tim Parrington The Editors Offline Editor
CJ Dobson The Editors Colourist
Jamie Scott The Editors Online Artist
Charlotte Griffiths The Editors Post Producer
Claire Perry The Editors Post Production
Sam Hopgood Bang Bang Studious Sound Engineer

Write a short summary of what happens in the film

To promote optimum testicular health, men need cool, comfy balls. But it’s an uncomfortable fact of life that they often get hot and sweaty. That’s why Bonds created X-Temp – a new range of temperature-regulating underwear that’s designed to keep men cool, dry and comfy when their body temperature rises. A great solution but… sweaty balls are something men will rarely talk about, let alone do something about. So, to encourage them to spare a thought for their testicles and pull on a pair of X-Temp, we leveraged the rise in global temperatures to highlight the consequential rise in global testicle temperatures. Thus, labeling the problem, “Glo-BALL Warming.” The commercial shows a presenter holding a thermal imaging camera over the crotches of various men to see if they’re suffering from Glo-ball Warming. He then tells us how to fight it by pulling on a pair of Bonds X-Temp underwear.

Cultural/Context information for the jury

Bonds is one of Australia’s largest and most iconic fashion brands, famous for its universal appeal and playful, down-to-earth, tongue-in-cheek advertising. In Australia, like many other countries, the term “balls” is colloquially used to describe a man’s testicles, just as “boobs” is used to describe a woman’s breasts. We’ve taken the term ‘Global Warming’ and incorporated the word ‘ball’ to create the new term, Glo-BALL Warming, to highlight the fact that men all over the world are suffering from hot, sweaty testicles. Other cultural terms include “jocks” which means underwear, “plums” and “boys” – colloquial terms for testicles, and “mandemic” – a made-up word combining man and epidemic.