Technology is ruining our sex lives, warns a dystopian new film from condom brand Skyn--and it's time to get off our phones and back to intimacy.
Skyn's creative agency Sid Lee Paris called on director Terence Neale (who is a master at dystopia with his multiple prize-winning work for Adidas Originals) to depict a not-so-distant future in the film. It includes, among other things, a couple locked in an embrace who are both revealed to be staring at their phones; a sexy singer who is just a hologram and couples sitting side by side on love seats wearing virtual reality headsets. It ends with the on-screen line: "There's still time to save intimacy," followed by a product shot of Skyn condoms, which feature "ultra thin" materials.
The campaign, produced via Insurrection, is based on evidence that suggests people are having less sex than they did a generation ago. "Today it's easier to look at strangers' everyday lives on Instagram than it is to meet someone in person. When Netflix launched, for example, sexual relations dropped 10%," explain CÃ©line and ClÃ©ment Mornet-Landa, creative directors at Sid Lee Paris, in a statement.