Bonds Goes Bongos

When you competitor is launching a $3 million marketing campaign based around a "cream your panties" promotion, the pressure's on to steer the consumer eye elsewhere.

Following on from the release of Davenport's latest, cream-themed marketing campaign, iconic Australian underwear brand Bonds has responded with a homage to the latest international music craze 'Baile funk'.

Directed by Alex Smith - who has worked with bands such as Coldplay, The Darkness, Kylie Minogue and Blondie - the television campaign features a legion of dancers moving to a track by Rio musical act Bonde do Role. Created to complement the bright colours of Bond's spring/summer youth range, the ad also includes aerial shots of the dance troupe creating formations similar to 1930's ballet musicals.