Bonds and Clemenger Wants Everyone to 'Think of Fathers' in New Spot

This Father's Day Bonds is asking Australia to recognise that it's not just mums who have to make sacrifices when it comes to having kids, but that dads endure a lot too.

Swollen ankles, stretch marks, and cravings can be hard.... for men; dads' bodies never recover from the impact of having children. A pre-baby body becomes a distant memory once kids arrive and guys are consigned to sporting a 'Dad-bod' for ever more.

But this Fathers Day, dads everywhere can feel more comfortable with their 'Dad-bods' in a comfy pair of Bonds undies. Elasticated waistbands, a comfortable fit will allow dads to relax, go with the flow and be at peace with their man boobs.

Says Emily Small, head of marketing at Bonds: "Fathers Day is one day in the year to truly recognise the dads in our lives. They aren't perfect but they do a great job and we think they deserve a little moment in the spotlight as well as an upgrade of their undies drawer."

In the lead up to Fathers Day, Bonds is launching an online film that highlights the plight of dads. The film will be complemented by a social campaign and in-store point of sale encouraging everyone to 'Think of Fathers' and buy their dad's some comfy undies.