Title | GLO-BALL WARMING |
Brand | BONDS |
Product / Service | MEN'S UNDERWARE |
Category | B04. Consumer Durables |
Entrant | LEO 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 |
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 |
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.
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.