Bendon Man - Built For Down Under
The underwear is built for Down Under - but there's not a piece of number eight fencing wire in sight. Bendon Man gives
a glimpse of kiwi life in the "Built for Down Under" campaign that launches this week. The campaign, shot by New Zealand
photographer Chris Sisarich, shows a series of four quintessentially kiwi moments that any modern-day bloke worth his
salt can identify with.
Bendon Man underwear is a part of these scenes. For example, the first image released takes place at a grass-roots
rugby game with the hero player being tackled, revealing his Bendon Man briefs.
The campaign heralds the launch of a new-look Bendon Man range that prides itself on offering everyday basics that look
great and fit even better. There's something in the range for everyone, from boxers for blokes, gee-strings for townies
and a black singlet for farmers. Suzanne Walters, Bendon Man brand manager says the down-to-earth kiwi humour that is
depicted through the images is an important part of our country's culture.
"Bendon Man is a kiwi-owned icon brand, representing comfort, quality, practicality and style for all Kiwi men. Our
brand fits well with these down-to-earth, real images," says Suzanne. "Men think differently when it comes to buying
their underwear. It's not emotional, just an everyday necessity that does the trick. We've been trying to get to the
bottom of it all and think the new campaign addresses a number of issues."
One of the issues Bendon discovered through qualitative research is that men's underwear images need to be real and
accessible, not a "bunch of buffed up supermen".
With that in mind, the models in the campaign were chosen not for their bodies, but for their representation of the kiwi
men of today.
Other images in the campaign include one which could spark debate amongst the surfer community and poses the question
"What do you wear under your wetsuit?". This shows a surfer changing into his wetsuit wearing a pair of Bendon Man
briefs underneath as he prepares to go for a surf at Raglan.
Or if sport isn't your cup of tea, there's a humorous take on a summer road trip which shows a group of mates having a
leak at the side of the road. The campaign culminates in a back-yard BBQ scene with a group of friends enjoying each
other's company when one of the guys gets down-trowed.
Prices start from $7.99 for a pair of cotton basics briefs, to $14.99 for a cotton basics false fly trunk, $19.99 for a
pair of cotton or satin boxers, $22.99 for a pair of stretch cotton stripe long trunks, and $24.99 for a pair of New Age
trunks.
Bendon Man is available at selected department stores and Farmers stores nationwide.