Not a masterpiece but Skyn's V-Day ad ditches kawaii clichés

Score one for the underdog! In a market dominated by the big players of thin, thinner, and thinnest latex, Skyn condoms has managed to snag precious shelf space in Japan's fiercely competitive konbini (convenience store) scene. This, dear readers, is a major coup. Landing counter space in a country where vending machines sell everything from drinks to toys is no small feat—especially for a condom brand trying to inject a little sensuality into a traditionally conservative market.

Now, about that Valentine’s Day ad… 'Soft Competition' is less about hearts and flowers and more about, well, getting some. The premise? A konbini showdown over the last packet of Skyn. It's a relatable scenario, even for Ad Nut (ever fought another bushy-tailed bandit for the perfect nut-hoarding spot? Ad Nut has).

Creative arm UltraSuperNew cleverly uses the Japanese concept of honne (inner feelings) versus tatemae (outward appearance) to show a silent showdown between a man and a woman vying for the last pack of condoms. It's a fitting concept for the brand because it caters to both men and women, but the execution feels a bit… limp.

Apparently, humans engage in this internal tug-of-war between their true desires (honne) and their socially acceptable masks (tatemae). Ad Nut, on the other hand, is all honne, all the time. If Ad Nut wants a nut, Ad Nut says so. If Ad Nut doesn't want a nut, Ad Nut still says so. It's a straightforward system. Frankly, creatives all over the world would prefer Ad Nut kept its true feelings to Ad Nut more often. Apparently, "your ad is as stimulating as a wet sock" isn't the kind of feedback they're looking for. They want tatemae Ad Nut: smooth, polished, inoffensive. Yawn.

Anyway, back to the ad and its focus on inner turmoil. The protagonists' faces contort with suppressed desire, then snap back to polite indifference. Amusing, yes, but also baffling. Why doesn't one person just grab the condoms and get on with it? Life's too short for such repressed shenanigans.

In a culture drowning in kawaii, where shy, demure women are often the default, Ad Nut appreciates the confident, assertive female lead in this spot. It’s refreshing, to say the least. Creative director Yousuke Ozawa of UltraSuperNew Tokyo explains the deliberate choice to flip the script:

“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. 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," Ozawa added. 

Will this advert penetrate Japan’s famously conservative market? Maybe, maybe not. Creatively, it’s not Skyn’s most exciting Valentine's Day work, but at under a minute long, it’s tailored for a social media hit. If it convinces even one person to embrace their desires and grab that last packet, it’s a win.

The campaign runs on social and digital channels until February 15. Go take a peek.

And remember, folks: wrap it before you tap it. Unless you’re one of Ad Nut’s ilk. Then, by all means, go nuts.

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

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.