Bonds had launched this perplexing television advertisement to promote its new range of Hoodies. The advertisement is evidently aims at enticing youth section of consumers by showing a couple wearing hoodies getting intimate. The campaign seems to be cashing in on the teenage emotional turmoil which is usual among them at this stage. The advertisement had also attracted a number of complaints to the Australian Advertising Standards Board, based on concerns about showing the intimacy shared by the couple. However, the complaints were thrown out by the Board.
The creative director of the ad, Georgia Arnott, is of the view, ‘there is an energy and excitement as we see two young people running, yet we’re not sure where they’re going. It’s not until we reach the end of the ad that we see their destination was each other. And the Hoodie gives them the personal space to share an intimate moment.’ The advertisement was created by The Campaign Palace.
Via Duncan’s TV
