Bonds and TBWA\London revamp iconic Wonderbra 'Hello Boys' ad for UK launch


By Gillian West, Social media manager

April 15, 2013 | 2 min read

Australian heritage brand Bonds has revisited one of TBWA\London’s most iconic ad campaigns to celebrate the launch of its underwear range in the UK.

Wonderbra’s ‘Hello Boys’ billboard campaign has been reimagined for the launch starring Australian actress Rachael Taylor dressed in her Bonds underwear. In true Aussie style the famous strapline has been changed to ‘G’Day Boys’ instead.

The collaboration pays homage to the original 1994 campaign by mimicking it as closely as possible and will run for two weeks from today (Monday 15 April). Three 48-sheet billboards will be present at three sites across London: the Chelsea Yacht Club, Kensington High Street and Finchley Road.

Bonds marketing manager, Zoe Hayes, commented: “TBWA had me at G'day with our launch campaign for the UK. They've harnessed the Bonds charm and cheekiness with this simple but striking idea - and the scorchingly hot Rachael Taylor complements our very comfy undies (or pants as you folk call them up there). We cannot wait to bring even more fun and undies to the UK with TBWA very soon...Watch this space.”

Lindsey Evans, president of TBWA\London, added: “TBWA\London has revisited one of its most iconic ads, applying a cheeky Aussie twist to celebrate Bonds' arrival on UK shores. The result is clever, confident and an ad that doesn't take itself too seriously - much like the brand itself.”

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