No SKYN, No Love encourages safe intimacy

TOKYO, JAPAN — SKYN‘s summer campaign, “No SKYN, No Love,” takes a Mission Impossible approach to deliver an essential message to young couples: always be prepared for intimacy by having a supply of SKYN condoms on hand. Created by independent creative agency UltraSuperNew Tokyo, the campaign features a hero film, influencer collaborations, and for the first time, podcasts featuring Japanese comedians.

The hero film, which is running on digital channels, follows the story of a young couple getting close. However, the man suddenly realizes he doesn’t have any condoms for the moment. Undeterred, he takes matters into his own hands, embarking on a Mission Impossible-style journey through hostile streets to reach a store for SKYN condoms. The humorous film shows his extraordinary efforts to obtain the condoms, and his resolve to fly in the face of adversity. Nevertheless, upon arriving at the store, he faces yet another challenge – it’s closed, adding an amusing twist to the story.

Annie Hou, Associate Director for Sales & Marketing at MAM LifeStyles, commented, “Japan SKYN® focuses its communication that resonates with both partners at a deeper level. This summer, for the fun-seeking younger audiences after the pandemic, we decided to ‘experimentally’ try something a bit different. The theme message that runs through past campaigns remains, but this time, we also remind people to always be prepared for any situation, because that is always the key to a healthy and “soft relationship.”

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Yousuke Ozawa, Creative Director at UltraSuperNew, added, “Our new campaign is a bit of a leap from what we usually do because, in the past we focused our concept on capturing strong bonds between partners, reminding couples the importance of caring for each other and maintaining a great relationship. Our new campaign is also aimed to protect relationships between couples, but this time the story is captured from a male perspective, and the emotions he goes through. The theme, ‘Softness brings us closer’ is present, but we pushed for something that had more action and humor, to attract a younger audience.”