Condom brand Skyn hypnotizes married couple so they can meet again for the first time
Condom brand Skyn has conducted a social experiment where it hypnotized a couple to forget about each other in order to rekindle their relationship. This is to remind partners in long-term relationships about the fresh and exciting feelings they had for each other when they first met, which often fades in time.
As part of the campaign ‘Meeting for the First Time,’ created by UltraSuperNew Tokyo, a short film has been launched featuring Haruka Hatakeyama and Chiaki Hatakeyama, a married couple who have been together for 10 years. Both were carefully and slowly hypnotized individually, with the final aim of getting them to forget each other.
The Japanese couple was briefed individually by the director before the recording that they were to meet another person for a really informal chat. And when they came in to speak with one another, it was as though they had never met before.
Initially the conversation was quite awkward, but eventually Haruka and Chiaki opened up to each other on an emotional level, showing their softer side. They were then asked: “Would you like to meet each other again?” Both said yes.
The film will run across online, social channels, and seven synchronized digital out-of-home (DOOH) boards in Shibuya until August 22. Media buying and promotions are being done by DAC and Shibuya Hit Vision.
Annie Hou, business development APAC, Skyn, said: “Skyn has always been about connecting couples with soft love. As we did in the previous campaigns, this time was no different. In this campaign, we wanted to do something that would remind couples of the fundamental reason why they stay together in the first place – simply because they like each other.”
Yousuke Ozawa, creative director, UltraSuperNew Tokyo, added: “At first, we had reservations if this idea would work, because they would have to completely erase each other’s existence and memories they’ve built up over the years. But when the hypnosis worked, needless to say we were in awe. When they started to open up to each other, that is when we felt something magical was happening before our eyes.”