It’s Valentine’s Day on February 14 so we will anticipate a good variety of wince-inducing advertisements to have fun 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 method 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 wished to create a marketing campaign that may 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 triggered 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 powerful hook.
“We additionally wished one thing that creates extra than simply affect. One thing that reveals the gentle however but robust connection between {couples}, similar to what we’ve been persevering with doing.”
UltraSuperNew inventive director Yousuke Ozawa says: “As we have been planning this experiment-ish concept, we didn’t give out any data to the {couples} in order that they have been positively in for a shock. However because the instructions within the envelope eased them into the actual matter, each couple have been comfy undressing one another.
“One couple instantly smiled, different {couples} turned very tense and different {couples} have been utterly open to it, as in the event that they couldn’t wait to begin.”
Ought to trigger fairly a stir on Topkyo’s digital billboards.
MAA inventive scale: 8.
