Skyn proves that softness is the key to genuine human connection

The latest campaign film from Skyn condoms feels more like you're watching one of the numerous dating shows you see on TV these days, rather than just a standard ad. And that's not a bad thing. In fact, it's refreshing and proves to be more engaging for trying a new approach. 

 

Beyond algorithms and a world obsessed with the science of matchmaking, Skyn sets out to prove  that genuine connection comes from real communication, understanding and physical closeness, which they refer to as “softness."

 

In the five minute film produced by UltraSuperNew, they put it to the test by enlisting the help of two volunteers, each of whom are single and are asked to complete a series of compatibility tests with professionals before they meet. 

 

After the volunteers are introduced to each other for the first time, we see them being informed that the tests they took have revealed they are almost a perfect match for each other. The volunteers are then given the task of demonstrating their compatibility via more testing. The outcome is a sweet observation of the couple smiling, joking together, solving puzzles, speaking confidently, and enjoying each other's company. They experience a true connection by the end. However, the twist is that there was no real 100% match, as it's revealed that the experts were in fact actors and the tests were fake. That being said, both participants reported feeling a true connection, supporting Skyn's idea that authentic connection can result from genuine engagement.

 

"As we target a younger audience, we aim to highlight what truly matters in relationships: Human connection," said Annie Hou, associate director, sales & marketing, MAM LifeStyles. "In a world where information is always at our fingertips, we often overthink with our rational minds. Our goal was to emphasise the value of genuine connection and physical sensory experiences, encouraging people to trust their instincts over intellect."

 

 "When we came up with this idea, we were careful not to undermine the credibility of compatibility tests or fortune tellers, as many people genuinely value their insights," said Yousuke Ozawa, creative director, UltraSuperNew. "Our core message was straightforward: 'Softness' fosters genuine connections, independent of test results. After the experiment, we wondered if their ongoing closeness was just a placebo effect. Yet, if that were the case, their feelings should have faded quickly. What we discovered is that their genuine physical connection may have played a crucial role in keeping their bond intact."

 

Campaign's take: The film has everything you could want from an ad without it actually feeling like an ad. It's entertaining, heartwarming, sweet and engaging. The idea to focus the film around a compatibility test is an inspired one, and bonus points for not making it feel contrived. What's more, you come away feeling like you may have actually learned something useful. Skyn's theory that genuine connection can only come from real interaction is a solid one, and this film demonstrates it in a genuinely heartwarming way. 

 

Credits

 

Client: SKYN

Annie Hou, associate director, sales & marketing,MAM LifeStyles

Agency: UltraSuperNew

Creative director: Yousuke Ozawa

Producer: Daiki Shimizu

Web producer: Mana Shigeki

Web producer: Alexander Watanabe

Assistant producer: Alex Schmidt

Art director: Sayu Fujii

Art director: Rebecca Chen

Copywriter: Ayano Morsaka

UX/UI designer: Yerai Zamorano

Creative: Yan He 

 

Production company: Geek Pictures

Director: Katori Torui

Producer: Satoshi Ootake

Project manager: Kirara Tanioka