Bonds has launched its annual Baby Search competition with a campaign geared towards dads.
The brand has enlisted radio and media personalities Ryan Fitzgerald (Fitzy), Dave Hughes (Hughesy) and longstanding Bonds ambassador Pat Rafter to star in a short film 'Insta Dads' in a bid to capture the unique relationship fathers and their children.
The project runs alongside the announcement that the Bonds Baby Search has added a video category for the first time ever, offering the chance for one baby to feature in a TV ad.
Bonds will officially launch the 2016 Bonds Baby Search on February 16.
The brand launched the project in 2005 and has featured Australian babies in its campaigns since 1939.