Iconic Australian underwear brand, Bonds, has launched a cheeky national outdoor campaign focusing on boobs.

The campaign aims to celebrate all types of breasts, be they big, small, dazzling, saggy, new or uneven, according to Bonds, highlighting “Bonds’ unwavering support, all the way from A to G (cup that is)”.

The tongue in cheek ads will run nationally across APN Outdoor’s Elite Screens and large format billboards.

The latest marketing push is a follow up to last year’s Bonds Boobs campaign, which attracted attention when the brand replaced its own name for the word ‘Boobs’ in a version of its logo used on billboards.

“The Bonds Boobs campaign epitomises how simplicity and clear, clever creative can produce the most impactful message and resonate in a seemingly effortless way,” said  APN Outdoor GM of Sales, Mark Fairhurst.

He said last year’s Bonds Boobs as was among the most highly recalled campaigns in 2013.