Cheeky underwear ad leaves viewers hot and bothered

A TV ad for Bonds X-Temp underwear has drawn complaints about its in-your-face depiction of hot balls.

There have been complaints over the Bonds X-Temp "Cool your boys" advertisement. Picture: Supplied

An in-your-face ad about hot balls and cool underwear has fired up TV viewers leaving them with their knickers in a twist.

The ‘Cool Your Boys’ advertisement for Bonds X-Temp mens underwear has raised eyebrows during its current free-to-air run with its bold depiction of large, red hot iron balls being dipped in water by a welder in a foundry and a man with a thermal imaging device zeroing in on men’s crotches.

The ad has been on high rotation during the peak evening prime time family free-to-air viewing period.

The cheeky ad which warns viewers “in the southern regions balls are heating up” has attracted a number of complaints to Australia’s advertising watchdog, Ad Standards.

Bonds’ ad attracted a number of complaints to Australia’s advertising watchdog.

Bonds said the ad was a humorous way to get men to stop and think about their current underwear.

But the watchdog will not investigate the humorous take on comfy jocks.

“Ad Standards has received less than 15 complaints about this particular Bonds advertisement,” Ad Standards said in a statement.

“The complaints broadly relate to the language used in the ad and the placement of the ad in family viewing times.

“The Community Panel dismissed complaints against an almost identical ad in 2019.

“While the complaints submitted about the current version of the ad do raise issues covered by the AANA Code of Ethics, the Community Panel won’t be reconsidering them on the basis that it has already considered the issues and determined that the ad does not breach the Code.”

The ‘Cool Your Boys’ X-Temp campaign was described by Bonds as a humorous way to get men to stop and think about their current underwear.

“We know that men are suffering in their jocks. Chefs, electricians, builders and welders just to name a few, day in and day out, are struggling to beat the heat, down there.

“It’s time to cool your boys in new Bonds X-Temp underwear with innovative ball-cooling technology.”