Anthropomorphized testicles are nothing new in advertising. But Australian agency Clemenger BBDO in Melbourne offers a humorous new addition to the pantheon with this campaign for Bonds underwear—in which two balls banter about life down under, which gets markedly better with the arrival of the company's product.

"Men's testicles have to put up with a lot in life. Heat, cold and—shudder—impact all affect them," says agency group managing director Simon Lamplough. "The least men can do is keep 'The Boys' comfy in a nice new pair of Bonds undies."

This is illustrated in the first of what will be three comical online films, featuring a pair of balls hanging around in wicker chairs, arguing with the brain, dealing with sudden impacts and generally seeking a less confusing, painful existence—which Bonds provides.

The strategy, of course, is to actually get guys to watch content on the topic of underwear, and buy new, better-fitting pairs long before they absolutely have to. The first film has been released online and will run across paid and owned social and digital channels. Subsequent installments will be released over coming weeks.

CREDITS

Client: Bonds

Head of Marketing: Emily Small

Digital Marketing Manager: Ryan Wilson

Agency: Clemenger BBDO Melbourne

Creative Chairman: James McGrath

Executive Creative Director: Ant Keogh

Creative Director: Ant Phillips

Creative Director: Richard Williams

Senior Producer: Karolina Bozajkovska

Group Managing Director: Simon Lamplough

Account Director: Grant Oorloff

Planning Director: Michael Derepas

Production: Guilty Content

Director: Tony Rogers

Producer: Jason Byrne

DOP: Marin Johnson

Editor: HM Creative – Richard Hamer

Online: Stafford Wilson, Kitset Grafix/Sam Coates, FINISH

Sound: Flagstaff – Paul Le Couteur