Ad of the Day: condom brand Skyn zeroes into a dystopia without intimacy

Condom and lubricants brand Skyn has sparked a campaign to ‘Save Intimacy’ from the isolating side effects of technology.

The initiative has launched with a film directed by Terence Neale, which in Black Mirror-style imagines a world in the close future where humans are entirely incapable of true affection.

Vignettes depict a couple both texting mid-embrace, another pair sleeping at opposite ends of a bed, and members of an opulent party enraptured by their individual VR headsets. The endline reads: ‘There’s still time to save intimacy’ followed by a call to purchase Skyn’s range of condoms.

The campaign was created by Sid Lee Paris. It was briefed to strengthen Skyn’s brand territory “by putting sexuality at the heart of both the social and sensual discussion”, according to the shop’s managing director, Mehdi Banali.

The creative was sparked from the insight that for the first time since the second World War, love-making rates are dropping. The film is just the first chapter in Skyn’s new brand purpose to save intimacy.

“We needed to shift away from a functional speech to speak to a target that didn’t want to choose between safe sex and great sex,” said Skyn’s head of strategic planning for global marketing, Marta Toth.

Earlier this year the brand published a travel guide listing the 30 best global destinations in which to get it on.

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