Swollen ankles, stretch marks, and cravings can be hard…. for men.
That is the message from Bonds, which is launching a tongue-in-cheek digital campaign for Father's Day.
Bonds head of marketing Emily Small confirmed an online film will highlight the plight of dads.
"Fathers Day is one day in the year to truly recognise the dads in our lives," she said.
"They aren’t perfect but they do a great job and we think they deserve a little moment in the spotlight as well as an upgrade of their undies drawer."
Created by Clemenger BBDO Melbourne, this film will be complemented by a social campaign and in-store point of sale encouraging everyone to ‘Think of Fathers’ and buy their dad’s some comfy undies.
Clemenger BBDO Melbourne creative director Ant Phillips said as a father, he can "sympathise with the stresses that kids place on a man's body."
"It’s not easy. I’ve always had cravings, but the pregnancy and birth just legitimised them for me. There’s no going back now and I’m proud that I’ve been able to work with Bonds to celebrate all the real dads out there."