Bonds new Total Package undies have an innovative support pouch that separates and supports men’s bits. For obvious reasons, we couldn’t actually show how it works on film. (That would be a little too cheeky.) Instead, we had to get creative. We enlisted the help of 5 acclaimed industry experts (one in each ad) to espouse the benefits of the undies. We like to think of these ads as sophisticated ball jokes with a generous serving of double entendre. In the film titled ‘Bento Box,’ we open on our ‘undies guy’ who passes over to Sushi Expert Masaaki Koyama to talk about the undies, in the same way he speaks about food. We end on our undies guy to tie up the gag.The structure of the ad ‘compartmentalises’ in the same way the undies do – another subtle nod to the innovation.