Rachael Taylor says “G’Day Boys” in UK launch poster for Bond’s underwear via TBWA\London

To launch Bonds underwear in the UK, agency TBWA\London has created an homage to its own multi-awarded 1994 ‘Hello Boys’ outdoor poster for Wonderbra, featuring supermodel Eva Herzigova.

The new work features Bonds brand ambassador Rachael Taylor with the poster announcing the underwear is available at John Lewis and via bonds.com.au.

Says former GM marketing, Pacific Brands, now TBWA\London president Lindsey Evans, who joined in September last year: “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.”