Don't understand, page-43

Interesting appeal to the "boys" in PBG promo:

http://www.dailytelegraph.com.au/bu...an-online-winner/story-fnkltfm0-1227573748993
Ballsy Bonds ad is an online winner

• JEFF WHALLEY
• THE DAILY TELEGRAPH
• OCTOBER 18, 2015 12:08PM

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Bonds’ The Boys ad campaign
WHAT happens when an iconic undies company with sagging profits turns to Australia’s most successful advertising agency to shake-up its image?
The expensively produced advertisement doesn’t go on television but is run exclusively online and left to generate social media chatter.
The teaming up of ad agency Clemenger — known for work with NAB and Carlton United Breweries — and Bonds underwear owners Pacific Brands is instructive in how brands are making themselves over in a fragmenting advertising market.
Entitled “The Boys”, the series features conversations by two actors portraying the humorous day in the life inside a pair of undies. It follows Bonds garnering controversy with its 2013, BOOBS campaign.
“We’ve decided to take a different approach. Hitting men in the proverbials, if you like,” Bonds head of marketing Emily Small said.

The second round of advertisements were released yesterday.
Thus far, the first series released earlier this month have seen nearly two million hits and 300,000 shares.
The ads have outpaced any other social media campaign run by the company, which has in the past featured clean cut stars Pat Rafter and the fictitious all-Australian Chesty Bond.
In August, Pacific Brands revealed that it narrowed its full-year losses and expects earnings to rise in the year ahead, with plans to restart paying dividends for the year.
Its net loss narrowed by 57 per cent in the year to June, to $97.7 million.