Monday, March 26, 2007


Bonds has launched a major media drive to support its new range of Hoodies and Hipster Lites.
The campaign, which signals a new strategic direction for the brand, is the first work from The Campaign Palace, Sydney following their successful retention of the Bonds account late last year.
Hoodies and Hipster Lites are supported with new TVC’s, extensive outdoor and POS.
The Campaign Palace, Sydney creative director Georgia Arnott said the Hoodies TV execution neatly captured the notion of creating your personal space: “Depending on where you are in life, you use that personal space differently. 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.”

Credits – Hipster Lites
Creative Director: Georgia Arnott
Art Director: Kirsty Gavin
Writer: Rupert Taylor
Producer: Meredyth Judd
Production Company: The Sweet Shop
Director: Noah Marshall
Producer: Tony Wyman

Credits – Hoodies
Creative Director: Georgia Arnott
Art Director: Madeline Smith
Writer: Jen Speirs
Producer: Meredyth Judd
Production Company: The Sweet Shop
Director: Noah Marshall
Producer: Tony Wyman


Blogger Luke CHESS said...

Hey Rupert,

We've never met but your girlfriend used to work with my wife ... etc etc.

Nice one.


7:57 PM  
Anonymous Anonymous said...

Having read the blurb on the 'hoodies',i thought that sounds interesting......sadly i was wrong.Bland,very bland.

8:05 PM  
Anonymous Anonymous said...

Nice work from the production house though.

11:15 AM  
Anonymous Anonymous said...

Love the music on both of them.

11:23 AM  
Anonymous Anonymous said...

I thought hoodies was really quite charming and nicely shot with a pretty tune.

I wonder how anonymous 8.05 is allowed to make negative comments anonymously. I thought this wasn't allowed anymore- or is that only if the ad was done by Nobby, Furby, Drogy, Dodgy or Bodgy?

12:53 PM  
Anonymous Anonymous said...

beautifully shot. really really beautiful. but WTF the idea does not translate at all.

4:16 PM  
Anonymous Anonymous said...

Beautiful execution. Nice and simple idea.
Anonymous 4:16: What translation do you need? I just wish I could do some of that kind of work.

5:20 PM  
Anonymous Anonymous said...

Beautifully shot and edited. (Well done, Noah). Sensational music. And while I will never wear super lite knickers or seek the privacy (or is it protection?) of Hoodies, I can see the point they're making. And, call me old fashioned, when the airwaves are increasingly filled with 'WTF was that all about!?' advertising, some simple, straightforward, salient, suburban scenarios seem somehow refreshing.
It's advertising folks, not abstract art.
Not anonymously, John Hanlon

5:45 PM  
Blogger Iggy said...

nice work Kirsty, the spot looks good. Cool to see you used local Sydney music


6:25 PM  
Anonymous Anonymous said...

great work!

1:44 AM  
Anonymous Anonymous said...

a nice look and interesting track but the idea?... did i miss something? i get the panties one but whats the hoodie one all about

9:05 AM  
Anonymous Anonymous said...

I'm not in advertising, so this isn't a professional opinion, but I think that hoodie commercial is sweet. It's cozy. It made me look for what it was an ad for, just b/c it was a nice and made an impression.

2:56 PM  
Anonymous Anonymous said...

Two average promos for two nice songs.

3:08 PM  
Anonymous Anonymous said...

Why do people continue to try and put small fractions of ideas in fashion advertising?

Good music, highly attractive talent and interesting visual treatments seem to have worked wonders for fashion moguls for, well ever.

Trying to have a loose idea, hurts both these spots.

3:17 PM  
Anonymous Anonymous said...

There was another ad done recently, you know... the one with the guy in the undercover carpark walking towards his dad's mercedes... I thought that was a much better ad for hoodies.

1:14 PM  
Anonymous Anonymous said...

what's the song in the hipster lites ad?
and i think that the hoodies ad doesnt need the kissing bit.
its really nice and sweet but i think the kissing makes it a bit tacky.

7:56 PM  
Anonymous Anonymous said...

Anyone know who the actress is in the hipster lites ad ?

8:58 PM  
Anonymous Anonymous said...

My first thought with the light knickers ad was why on earth would you chase after your knickers in the street? It was slightly embarassing and uncomfortable. The hoodie ad cute for the young romance aspect but the 'protection' thing going too too far.
I'm average consumer in the 18-24 demo and I have to say ads today are so dull because they try to scream 'look at my quirky idea' 'aren't I unusual' and you don't care. It's not funny, it's not truthful it's not entertaining, it's 'wow, you've thought of something different, youre so unique'. It's self-centered and it's dull.

11:31 PM  
Anonymous Anonymous said...

i'm a girl and I like 'em. I don't think they are dull. They stand out bec ause the are more understated than the rest of the try hard ads.

Makes me feel all warm inside my undies.

8:49 AM  
Anonymous Anonymous said...

Does anyone know the girl that is in the Hipster Lites commercial?

I think she's pretty.

9:19 PM  
Anonymous Anonymous said...

Sorry but not that original idea with the couple walking to each other. Levis ad seen in NY mid last year... except they executed it better.

12:46 PM  
Anonymous Anonymous said...

I turned on the TV halfway through the hoodies ad the other night, and thought it was another Melbourne tourism ad. Same singer as the ball of wool one isn't it?

3:14 PM  
Anonymous Anonymous said...

Wow! Having just come back into the industry to start up a new production comapany (Arithmetic +mobilepictures) I'm surprised a the level of negativity with this great campaign!


Come on guys, the Hoodies campaign captures the major preoccupation of every teenager on the planet ie. running to meet up with your lover.

Great stuff, beautifully directed and nicely produced.

And Noah if youy ever want to change production companies let me know!

2:52 PM  
Anonymous Anonymous said...

Amazing. Simply amazing. The hoodie ad, simply beautiful, amazing song, beautiful execution of it all...the briefs one, funny, captivating...need i say more?

10:35 AM  
Anonymous Anonymous said...

andrew good to see you're back and expecting everyone to listen to you!

3:48 PM  

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