If your Facebook feed is anything like mine, it’s filling up with cute photos of babies and pleas from friends to vote for their kid in the Bonds Baby Search competition.
The winning babies get a photo shoot, the chance to appear in the next Bonds campaign, and a few hundred bucks worth of onesies.
It’s marketing genius. Bonds gets to avoid paying modelling agency fees, social media goes crazy advertising Bonds products for free — the babies have to wear Bonds clothes in their photos — and parents don’t even think twice about signing away the rights to their photos.
But what’s even more extraordinary is that the clever people at Bonds have managed to create an air of respectability for something that’s as exploitative as a beauty pageant.