Sex Can Happen Everywhere, Says This Condom Ad

Ad by Sid Lee Paris Is Aimed at Millennial 'Serial Monogomists'

By Alexandra Jardine. Published on Jun 13, 2017

Editor's Pick

A feisty global spot from condom brand Skyn sets out to talk about sex in a new way for the category -- fun, daring and all about adventure and experience.

The spot, created by Sid Lee Paris and directed by Wanda Productions' duo Truman & Cooper, will air on TV and cinema in the U.S., France, Italy, Brazil, Poland, Australia and the U.K. It opens with a man flicking through Tinder on his phone and the words "Stop looking for love in all the wrong places." The next montage has echoes of a millennial alcohol ad, as we see people getting it on in places including a bedroom full of dangerous-looking candles, a table in an office meeting-room, a phone booth, a pet shop, a forest floor full of ants and more. "Love everywhere, feel everything" is the tagline.

According to the agency, the campaign is targeting ''serial monogamists'' -- a term that seems to have a new meaning in 2017. The term was once used to describe Hugh Grant's commitment-phobe in "Four Weddings and Funeral," and now Sid Lee describes them as "millenials who seek intimacy as a means of forming deeper human connection."

It also aims to promote the "feel everything" promise of the brand, which is based in Brussels and owned by the U.S.-based Ansell Group. ''We weren't looking to show exaggerated nudity, but rather to play with material, skin, and sensation to enhance the product benefits,'' explained Sylvain Thirache, executive creative director, Sid Lee Paris, in a statement.

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Jun 13, 2017
Sid Lee Paris
Executive Creative Director:
Sylvain Thirache
Creative Director:
Clement Mornet-Landa
Art Director:
Yoann Plard
Head of Strategy:
Alex Pasini
Head of Production:
Thomas Laget
Nicolas Lasjaunias
Group Business Director:
Mehdi Benali
Account Director:
Heloise Marchal
Account Manager:
Trisha Mitra
Jeyan Heper
General Manager:
Jeyan Heper
Senior Director Global Brand:
David Chaker
Associate Director, Global Marketing:
Marta Toth
Global Brand Marketing Manager:
Nicolas Woussen
Production Company:
Truman & Cooper
Director of Photography:
Sebastian Blenkov
Executive Producer:
Perrine Schwartz
Line Producer:
Yannick Lebot
Production Service:
Love To Shoot (Lisbon)
Post Production:
Post Producer:
Olivier Glandais
Marc Maborough

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