In a bold move that has fans buzzing, Robert Irwin, the 21-year-old son of the late "Crocodile Hunter" Steve Irwin, has stepped into the spotlight as the face of Bonds underwear's new campaign titled "Made for Down Under." Launched on April 3, 2025, this campaign not only marks the introduction of the iconic Australian brand to the U.S. market but also showcases Irwin's adventurous spirit and deep-rooted connection to wildlife.
Irwin's participation in the campaign is a significant career pivot, transitioning from wildlife conservationist and TV personality to underwear model. The campaign features him in various playful poses with some of Australia's most notorious creatures, including a crocodile, a spider, and a giant lizard. Irwin humorously commented on the experience, saying, "I mean, I’ve spent my life wrangling crocs and snakes and rescuing animals. And so to feature a little slice of that excitement in this new campaign, mate, it has been so much fun. I’m surrounded by spiders and snakes except [this time] I’m in my undies. That’s the only difference."
In the commercial released on the same day, Irwin is seen relaxing in his front yard with his scaly friends, asking, "How is it Australians are so laid back? It's simple - they're all wearing comfy undies." This playful line encapsulates the campaign's message, which aims to introduce Americans to the laidback lifestyle of Australians, famously unbothered by the country's dangerous wildlife.
Kedda Ghazarian, head of marketing at Bonds, expressed excitement about launching in the U.S., stating, "Bonds have been keeping Aussies comfy for over 100 years, so launching in the U.S. is an exciting new chapter for our brand. We’re thrilled to introduce our iconic underwear and signature Aussie spirit to Americans – and help them level up their top drawer with down under comfort."
The campaign is not just about underwear; it’s also a cultural exchange, aiming to convey the essence of Australian comfort and lifestyle. Ryan Fitzgerald, ECD of Special Australia, elaborated on this, saying, "Two things are widely known about Australia in the US: the laidback nature of our people and our unusually high concentration of dangerous animals. Less commonly known is how the former stays true in the presence of the latter. The secret? Our very comfy undies. We’re excited to share this gift with our American friends."
Irwin's enthusiasm for the project is palpable. He mentioned to People magazine that he immediately agreed to participate, saying, "It was a pretty immediate yes. I wish I could say I was very suave and cool about the whole thing, but I was like, ‘Yes! Let’s do it!’" This candidness reflects his genuine excitement and willingness to embrace new challenges, even if they come with a hint of nervousness. He added, "I’m at this point in my life where I’m trying to do as many different and random exciting things, and if it’s something that makes me a little bit nervous, that I’ve never done before and it’s a bit of an adrenaline rush? That’s what I want to be doing."
Interestingly, Irwin revealed that posing in his underwear was more daunting than wrangling crocodiles. "Wrangling animals is easy," he quipped, "and I had to do both. It was not on my bingo card." His light-hearted approach to the campaign has resonated with fans, many of whom have taken to social media to express their admiration for his daring new role. Comments range from calling the ads "iconic" and "hot" to humorous remarks about feeling "dirty" for admiring him.
As part of the campaign, Irwin has been preparing physically, stating that he wanted to look his best while representing Australia. This has involved "more sit-ups" and "less carbs," which he humorously noted was necessary for the shoot. Irwin's lifestyle, filled with physical activity at Australia Zoo, supports his fitness goals. "I’ve got to stay pretty fit with all the crazy stuff I’m doing," he explained. "I’m saving crocodiles, I’m in and out of the Aussie bush every day and it’s hard work, so you’ve got to keep pretty good upper body strength, good stamina."
The campaign has also generated discussions about how it aligns with Irwin's legacy. Many fans are curious about how his father would have reacted to his modeling career. Irwin laughed while recalling, "There’d probably be a few ‘Crikeys’ thrown around!" This sentiment reflects a blend of pride and nostalgia, as Irwin continues to honor his father's legacy while carving out his own path.
As the "Made for Down Under" campaign rolls out across various platforms, including digital, social media, and even the SiriusXM podcast network, it is clear that Robert Irwin is not just following in his father's footsteps but is also making bold strides of his own. With an impressive cast of animals and a message of comfort, this campaign is set to capture the hearts of many in the U.S., inviting them to experience a slice of Australian culture through the lens of Bonds underwear.
The campaign promises to be a fun and engaging way for Americans to connect with the laidback Australian lifestyle while appreciating the legacy of the Irwin family. As Robert Irwin embraces this new chapter, fans eagerly await what he will do next, whether it be in conservation, media, or perhaps more modeling adventures in the future.
