# Dad-Centered Boxer Brief Ads Bonds Shows Men Humorously Reminiscing on Their Pre-Baby Bodies By Riley von Niessen | Published 2016-08-22 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/boxer-brief References: [adsoftheworld](http://adsoftheworld.com/media/tv/bonds_think_of_fathers) & [youtube](https://www.youtube.com/watch?v=_xXlssCGpHk) Bonds, an Australian underwear brand, created a commercial to advertise its boxer briefs with the help of Melbourne-based advertising agency Clemenger BBDO. It begins with sorrowful piano playing in the background and a close-up of the branded boxer briefs on a man stirring a cup of tea. The camera then pans to show a room full of men wearing similar boxer briefs, who are all sitting in a circle in a serious meeting. They consider their lives before their had children, telling each other what they remember of their pre-baby bodies and what kind of activities have led to their [dad bodies](https://www.trendhunter.com/trends/dad-hoodies). David Beckham is mentioned at one point, with all of the fathers discussing how unbelievable it is that he was out [running without a shirt](https://www.trendhunter.com/trends/craft-sportswear-brand-film) on a "week after childbirth." ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 23% | Activity: 79% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Underwear](https://www.trendhunter.com/underwear) ## Key Themes ### Why This Trend Is Growing - **Dad-centered Marketing:** Marketing campaigns that focus on fathers and parenting create space for more inclusive and diverse representations of family roles and experiences. - **Humorous Marketing:** Humor can be an effective way to engage audiences, not only making them more likely to remember the brand, but also creating positive associations with it. - **Body Positivity:** Ads that promote self-acceptance and positive body image can resonate with consumers and create a more welcoming and accepting brand image. ### Industries Being Reshaped - **Underwear:** Underwear companies can benefit from creative marketing campaigns that challenge traditional notions of masculinity and appeal to a wider range of consumers. - **Advertising:** Ad agencies that can generate unique and engaging marketing campaigns, such as those that focus on humor or inclusivity, are more likely to capture and retain clients. - **Parenting:** Brands that depict diverse and alternative family structures can connect with audiences who may feel left out of traditional, heteronormative family narratives. ## Related on Trend Hunter - [3D Contouring Boxers](https://www.trendhunter.com/trends/manmades-the-boxer-brief.md) - [Bold Statement Boxers](https://www.trendhunter.com/trends/royalty-boxer-briefs.md) - [Humorous Period Care Campaigns](https://www.trendhunter.com/trends/period-underwear-1.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Testicular Cancer Awareness Boxers](https://www.trendhunter.com/trends/testicular-cancer-awareness-boxers.md) - [Cheeky Sports-Inspired Diaper Campaigns](https://www.trendhunter.com/trends/huggies1.md) - [Fathers Day Short Films](https://www.trendhunter.com/trends/care-makes-a-dad.md) - [Humorous Menswear Ads](https://www.trendhunter.com/trends/mens-wearhouse.md) - [Health Awareness Undergarments](https://www.trendhunter.com/trends/underaware.md)