Creativity

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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Credits

Date
Jun 13, 2017
Agency:
Sid Lee Paris
Client:
Skyn
Executive Creative Director:
Sylvain Thirache
Creative Director:
Clement Mornet-Landa
Art Director:
Yoann Plard
Head of Strategy:
Alex Pasini
Head of Production:
Thomas Laget
Producer:
Nicolas Lasjaunias
Group Business Director:
Mehdi Benali
Account Director:
Heloise Marchal
Account Manager:
Trisha Mitra
President:
Jeyan Heper
General Manager:
Jeyan Heper
Senior Director of Global Brand:
David Chaker
Associate Director of Global Marketing:
Marta Toth
Global Brand Marketing Manager:
Nicolas Woussen
Production Company:
Wanda
Director:
Truman & Cooper
Director of Photography:
Sebastian Blenkov
Executive Producer:
Perrine Schwartz
Line Producer:
Yannick Lebot
Production Services:
Love To Shoot (Lisbon)
Post Production:
Wanda
Post Producer:
Olivier Glandais
Editor:
Marc Maborough
Colorist:
Muriel Archambaud
TItle Design:
Coreless
Artist:
Murphy Cooper
Copyright:
©2017 Homerun House

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