Description
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.
This professional campaign titled 'Soft Competition' was published in Japan in February, 2025. It was created for the brand: SKYN Condoms, by ad agency: UltraSuperNew. This Film medium campaign is related to the Personal Accessories industry and contains 2 media assets. It was submitted 4 days ago by Brooks: Zoe.
Credits
Client: SKYN
Agency: UltraSuperNew
Creative Director: Yousuke Ozawa
Creative: Diana Ganea
Creative: Yerai Zamorano
Creative: Yan He
Strategy: Lilly Sato
Producer: Daiki Shimizu
Assistant Producer: Alex Schmidt
Web Producer: Mana Shigeki
Web Production: Chamindu Appuhamy
Web Production: Malinda Wijekoon
Web Production: Asela Jay
Web Production: Ravindu Kannagara