What does Bonds’ new TV campaign teach us about communication?

I’m loving the new Bonds TV campaign, ‘Protect yourself from yourself’, which is airing at the moment. Have you seen it?

You can check out the ads here and here. If you can’t watch them right now, here’s a quick summary:

Two men are shown in high-pressure situations. One is talking to a women he likes, the other is delivering an important business presentation. Problem is, they’re both let down by their clothing. The man in the park flashes, er, far too much when he bends over to pat his dog; while the businessman’s nervousness has resulted in obvious sweat stains under the arms of his shirt. Of course, Bonds’ solution is to protect yourself with their men’s undergarments.

As a professional communicator (and a bit of a PR nerd at that), I probably pay more attention than most to the advertising and marketing campaigns I see. And this one really caught my attention.

Why?

Whatever business you’re in, communicating effectively is so important. Billionaire investor Warren Buffet, who overcame his own fear of public speaking, was quoted as saying, “You’ve got to be able to communicate in life and it’s enormously important. Schools, to some extent, under emphasize that. If you can’t communicate and talk to other people and get across your ideas, you’re giving up your potential.”

When I teach public speaking and media interview skills, one of the most important messages I try to get across is to avoid anything that distracts from what you’re saying. When it comes to appearance, that might mean avoiding loud patterns, large dangly earrings, revealing clothing or towering hairstyles. In terms of what you say, it means being wary of the tone and pace of your speech as well as avoiding any repetitive verbal ‘tics’.

Ultimately, you want the emphasis to be on what you’re saying – not what you look like. Not your flashy necklace or the way you keep brushing your fringe out of your eyes. It’s hard enough to grab and keep your audience’s attention; don’t give them a(nother) reason not to listen to you!

I think the Bonds TV ads are a really good example of this lesson in action. In both crucial situations, the unwanted flaws in the men’s appearance distract from what they’re saying – so much so, that their audience can’t focus on anything else.

In the end, the businessman’s presentation is a disaster and the girl in the park makes a quick exit.

There are plenty of opportunities in your personal and professional life to express your personality and individuality. Sure, you can argue that people shouldn’t care what you look like (pit stains or not) – but the simple truth is, most of the time, they do.

Do you really want to take the risk that people won’t be able to focus on what you’re saying, and that all your hard work will go to waste?

Save the theatrics for another day. And while you’re at it, pull up your trousers and wear some deodorant.