Sunday, March 3, 2024

Skyn strips off for Valentine’s Day

It’s Valentine’s Day on February 14 so we will anticipate a good variety of wince-inducing advertisements to have a good time it.

Japanese condom firm Skyn has entered the lists early with a social and digital marketing campaign from UltraSuperNew – with nary a prophylactic in sight.

4 {couples} got 10 envelopes, every containing directions on what to do subsequent with their associate, beginning with “hug one another” or “look into one another’s eyes”, working their approach up – or down – to the extra intimate. The ultimate one being to undress one another.

Skyn’s Annie Hou says: “As a condom model we needed to create a marketing campaign that can construct up pleasure for Valentine’s Day, the place condom consumption tends to extend. The idea required the {couples} to undress one another and has induced a little bit of concern when it got here to media placement, however we knew and believed that half bare {couples} would instinctively create a robust hook.

“We additionally needed one thing that creates extra than simply impression. One thing that reveals the delicate however but sturdy connection between {couples}, identical to what we’ve been persevering with doing.”

UltraSuperNew artistic director Yousuke Ozawa says: “As we have been planning this experiment-ish concept, we didn’t give out any info to the {couples} in order that they have been undoubtedly in for a shock. However because the instructions within the envelope eased them into the actual matter, each couple have been snug undressing one another.

“One couple instantly smiled, different {couples} grew to become very tense and different {couples} have been utterly open to it, as in the event that they couldn’t wait to start out.”

Ought to trigger fairly a stir on Topkyo’s digital billboards.

MAA artistic scale: 8.

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