TOKYO, JAPAN — What happens when love, lust, and last-minute convenience collide? SKYN Condoms takes a witty deep dive into Japan’s cultural nuances with its latest campaign, Soft Competition—a tongue-in-cheek look at modern romance, impulse, and the tension between honne and tatemae.
Produced by UltraSuperNew Tokyo, the campaign film unfolds in a seemingly ordinary convenience store, where a man and a woman both reach for the last remaining packet of SKYN condoms. Their true emotions (honne) take center stage in an unspoken yet intense battle of wits and expressions, only to be quickly masked by their polite, socially appropriate selves (tatemae). The result? A hilarious and highly relatable moment of romantic hesitation, wrapped in SKYN’s signature smooth and sultry branding.
Annie House, Associate Director – Sales and Marketing, MAM LifeStyles said: “This marks a monumental milestone for SKYN. After almost a decade in Japan, we are thrilled to announce that our products are now available in the highly competitive konbini market — a space traditionally dominated by big-name brands. This step allows us to bring SKYN closer to you, ensuring both our loyal fans and those discovering us for the first time can find our soft textured product not only in drugstores but also in select konbini locations nearby.”
Yousuke Ozawa, Creative Director, UltraSuperNew Tokyo added: “This time, we decided to take a fresh approach by casting the characters as rivals instead of couples, adding a whole new dynamic to the brand. We also made the protagonist a woman, something only SKYN could pull off since the product is designed for both men and women. Instead of the usual submissive or cutesy portrayal of a Japanese woman, we made her a confident, charismatic go-getter. Through this, we hope to shift the image of Japanese women in a more empowering direction, while also letting people know that SKYN is now available in convenience stores.”
The spot is running on social and digital channels from Feb 1 – 15th.
Credits
Client: SKYN
Agency: UltraSuperNew
Creative Director: Yousuke Ozawa
Creative: Diana Ganea, Yerai Zamorano, Yan He
Strategy: Lilly Sato
Producer: Daiki Shimizu
Assistant Producer: Alex Schmidt
Web Producer: Mana Shigeki
Web Production: Chamindu Appuhamy, Malinda Wijekoon, Asela Jay, Ravindu Kannagara
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