Changes are afoot for Pat Rafter's modelling career, showing off socks, not undies in the brand's latest campaign.
Bonds ambassador Pat Rafter is putting his best foot forward in the brand's latest campaign for socks.
From Clemenger BBDO Melbourne, 'Australia's Favourite Sock' sees the tennis player begrudgingly modelling socks – as opposed to underwear – in a behind-the-scenes style spot.
Rafter, who has been the face of Bonds for more than ten years, has taken some time off fronting underwear for the brand, instead focusing on the Bonds Baby brand.
He last appeared in Bonds' Baby search alongside Peter Helliar and Jimmy Bartel. Prior to this, Rafter led an 'Insta-Dad' campaign with radio personalities and Aussie dads Fitzy (Ryan Fitzgerald) and Hughesy (Dave Hughes).
The Bonds Socks that launches on TV and social, along with in store and OOH activity.
