In the second installation of Bonds ‘Killer Undies’ campaign, ambassador Dustin Martin has transformed into a 3D
video game gladiator.
The new campaign launches across Australia this week and reflects the technology behind its new Bonds Tech Trunk Trunks.
The campaign is a new short video that was creatively executed by The Arc Factory and produced by Good Cop Bad Cop.
Shot in a Melbourne warehouse, Martin battles through the CGI video game world as the champion gladiator, destroying advancing warriors and utilising his famous ‘Don’t Argue” fend.
The Gamer is played by Maia, who Martin met after chasing his dog, Killer, through the streets of Melbourne in
the first ‘Killer Undies’ campaign video released in February.
Designed in collaboration with Martin, Bonds Tech™ Trunks come in two styles, a regular and long leg style.
The underwear includes quick-dry technology and breathable mesh panels.
Bonds head of marketing Emily Small confimed the campaign will go live in-store POS, online, OOH and digital.
"Dustin’s contribution has helped us deliver a new and elevated product with real sporting pedigree. On or off the field it is a stylish, functional addition to the underwear drawer."