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.