Bonds strips down to warm up Australia

February is in the UK is either (relatively) mild but wet or sunny and freezing cold.

How refreshing then to repair to the outback where it’s so hot that no-one is wearing clothes – well just their Bonds underwear.

Apparently Gotta Be Bonds is an old hit campaign for the brand. This one’s from Leo Burnett Melbourne.

Does indeed have an old school feel to it (dangerous in these times) but this is directed by Gracie Otto (a woman) so that’s all right then.

Bring back the Axe angels we say – quietly.

MAA creative scale: 6.

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