The Bonds font and broken underline are distinctly Bonds. They own them. So developed are they in our minds that we immediately know this is a bonds ad.
We need to aim for this with every brand we touch.
I don't think it even matters what the campaign is. If it turns out these ads are 'just' ads - that's perfectly okay.
They're memorable - Boobs all over the city! They're likeable - They make you smile when you see them. And they're ownable - Bonds make bras and the ads use the typeface and Bonds underline.
The Bonds brand is refreshed in your mind in a relevant way. Job done.
For another example of the power of branding go here: Make the logo bigger
By Christopher Ott
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