Bonds Brings Australian Comfort to the US with a Bold New Campaign
Australian icon Bonds has officially launched in the United States, offering its signature laid-back comfort to Americans. With the help of Australian wildlife expert Robert Irwin and rising hip-hop star Tkay Maidza, Bonds is making a big splash in the crowded US apparel market.
The launch is part of the “Made for Down Under” campaign, created by Special Australia. The campaign introduces Bonds’ iconic underwear to US consumers with a fun, Aussie twist. The campaign features real Australian wildlife – no CGI involved – including snakes, spiders, and even a crocodile named Elvis. Robert Irwin and Tkay Maidza model their favorite Bonds underwear in the middle of these wild creatures, showcasing the comfort that Aussies have enjoyed for over 100 years.
According to Kedda Ghazarian, Head of Marketing at Bonds, “We’re excited to bring our iconic underwear and signature Aussie spirit to Americans, and help them experience the laid-back comfort we’ve been providing to Aussies for over a century.”
The campaign will be seen across various platforms, including digital, social media, OOH (Out of Home) advertising, connected TV, and the SiriusXM podcast network. The creative direction was led by Stefan Hunt from Exit, with photography by Lula Cuchhiara from Sam I Am.
The launch comes at a time when global brands are navigating the complexities of international expansion. Bonds’ move into the US market is both bold and timely, as it taps into the growing demand for authentic, personality-driven marketing.
The US has a well-known image of Australia—famous for its relaxed, carefree attitude and dangerous wildlife. This campaign plays on those stereotypes in a humorous way, while emphasizing the comfort of Bonds’ products. According to Ryan Fitzgerald, ECD of Special Australia, “Two things are widely known about Australia in the US: our laid-back nature and our dangerous animals. What’s less known is how we stay so calm in the presence of these creatures. The secret? Our comfy undies.”
Bonds is part of HanesBrands, a well-established company in the US with a strong presence through brands like Hanes, Maidenform, and Bali. However, Bonds is carving out its own space in the US market with a focus on authentic storytelling and relatable personalities.
As Tanya Deans, President of Bonds Australia, put it, “We can’t wait for our US mates to try Bonds. Australians have been wearing Bonds for over 100 years, and now we’re excited to bring that same comfort to Americans.”
This exciting move signals the start of Bonds’ journey in the US, where they’re looking to win over consumers with their blend of comfort, fun, and undeniable Aussie charm. 
Credits
Client: Bonds
Head of Marketing: Kedda Ghazarian
Senior Brand Manager: Edwina Moller
Agency: Special
SPECIAL AUSTRALIA
CEO & Partner: Lindsey Evans
CCO & Partner: Tom Martin & Julian Schreiber
CSO & Partner Melbourne : Rebecca Stambanis
Managing Director Melbourne : Sasha Firth
Business Director: Marnie Dunn
Head of Strategy, Melbourne: Nathan Rogers
ECD Melbourne: Ryan Fitzgerald
Creative Directors: Joe Ranallo, Will Winter-Irving
Social Creative: Eliza Smith, Heidi Rabbitts
Design Director: Sabine Schwarz
Design: Sarah Ristevski
Head of Film + Content Melbourne: Sophie Simmons
Senior Producer: Glen Mcleod
SPECIAL US
CEO & Partner: Kelsey Hodgkin
Group Strategy Director: Janet Shih
Film Prod Co: EXIT
Managing Partner: Wilf Sweetland
Executive Producer: Leah Churchill Brown
Director: Stefan Hunt
Producer: Luke Kneller
D.o.P: Max Walter
Editor: Lucas Vazquez
Grade: Fergus Rotherham
VFX/Online: Alt.VFX
Sound/Music: Sonar Music
Head of Production: Haylee Poppi
Sound Engineer: Andy Stewart
Composer: Josh Pearson
Stills Prod Co: Sam I Am
Stills Photographer: Lula Cucchiara
Stills Executive Producer: Rich Cole
Stills Senior Producer: Henry Richardson
Social & TikTok Videographer & Post Production: Luke Tysoe
Media Agency: Hearts & Science, Flywheel
