Bonds has been cleared of any wrongdoing over a men’s underwear campaign, after an unlikely complaint to the Advertising Standards Bureau.
The advertisement depicts a group of men talking in a locker room, wearing either a crewneck or turtleneck shirt.
In a statement to the Advertising Standards Board, Bonds revealed the pun-filled conversation reflects a new point of difference for the brand.
“Turtlenecks and crewnecks are metaphors for the anatomical differences between men that are circumcised and those that are un-circumcised.
“It’s a difference that no other underwear manufacturer has yet catered for, but one that Bonds believes can be an important differentiator and one that men should consider when choosing underwear.
“Those who are circumcised may prefer undies with a little extra padding for example, while those who are uncircumcised may be happy without extra padding.”
The underwear giant was forced to defend itself after a complaint alleged the advertisement promoted violence.
“Your new Bonds ad is deeply offensive to those of us engaged in the struggle to end the barbaric practice of genital mutilation,” the complainant alleged.
“Through a series of highly inappropriate innuendos, your ad effectively normalises the unlawful, unethical and psychosexually harmful practice of (non-consensual, non-therapeutic) male circumcision.”
The Board ruled the campaign did not breach advertising codes and used light-hearted innuendo to promote a product comfortable to all men.
The case was dismissed.