Find Love, Lust and the Last Packet in SKYN Condom's Valentine's Spot

Finding yourself in a showdown over the last packet of SKYN condoms on Valentine's Day, could quite possibly qualify as a romantic nightmare. Yet, the condom brand's latest campaign takes the humorous approach to this awkward predicament while tapping into the Japanese cultural concept of Honne to Tatemae - which refers to the parallel between one's true feelings (honne) and socially appropriate behaviour (tatemae). 

Created by UltraSuperNew Tokyo, 'Soft Competition' sees a man and a woman both reaching for the final packet of SKYN condoms in a convenience store.  On realising they both want the same thing, their inner 'honne' comes to life in a comical showdown of facial expressions and emotions. But just as quickly, they rein in their impulses, and return to their composed, socially responsible 'tatemae' selves.

Annie Hou, associate director - sales and marketing, MAM LifeStyles said, “This marks a monumental milestone for SKYN. After almost a decade in Japan, we are thrilled to announce that our products are now available in the highly competitive Konbini Market - a space traditionally dominated by big-name brands. This step allows us to bring SKYN closer to you, ensuring both our loyal fans and those discovering us for the first time can find our soft textured product not only in drugstores but also in select konbini locations nearby.”

Yousuke Ozawa, creative director, UltraSuperNew Tokyo added, “This time, we decided to take a fresh approach by casting the characters as rivals instead of couples, adding a whole new dynamic to the brand. We also made the protagonist a woman, something only SKYN could pull off since the product is designed for both men and women. Instead of the usual submissive or cutesy portrayal of a Japanese woman, we made her a confident, charismatic go-getter. Through this, we hope to shift the image of Japanese women in a more empowering direction, while also letting people know that SKYN is now available in convenience stores."

The spot is running on social and digital channels from Feb 1st - 15th.