Bonds: Gotta Be Bonds

Leo Burnett Melbourne turns up the heat in this scorching new spot for the iconic Aussie underwear brand.

Marking the launch of the new Bonds Originals underwear range, the film is set in the real-life outback town of Coober Pedy, where it's too hot for anyone to wear clothes, or do much at all - and features real-life locals lounging in their undercrackers alongside smoking hot models. 

The spot was helmed by fashion director Gracie Otto through Playtime, a creative platform from Photoplay Films.