There are a lot of similarities in the physical and emotional effects of football fandom and good sex – anticipation, euphoria, joy, passion and elevated heart rate among them.

While football fans are feeling everything that the World Cup can give them, Creative agency, L&C, and Skyn have seized the moment to remind them to feel everything during sex. The hero commercial, Faces, presents extreme close-ups of faces experiencing anticipation, euphoria, joy, passion and elevated heart rate. Then comes the reveal: those faces are at the football, not in the bedroom.

The campaign will run globally across social, connected TV, and digital platforms throughout the tournament inviting fans everywhere to embrace every Feel Everything moment.

The campaign is built around a 2026 “football fever” study published in Scientific Reports, which found that fans attending a match in person recorded average heart rates 23% higher than fans watching elsewhere, with heart rates climbing above 100 beats per minute during pivotal moments – a measurable state of emotional and physical arousal.

Credits
Brand: SKYN
CEO: Laurent Faracci
Chief Growth Officer: Gregory Chabidon
VP Global Marketing & Innovation: Marta Toth
Senior Global Brand Manager: Michele Martinelli

Creative Agency: L&C
Chief Creative Officers: Rolando Cordova & Gian Carlo Lanfranco
Executive Creative Director: Bruno Franchino
Associate Creative Directors: Juliana Laborde & Sarah Knutson
Managing Director: Gino Cochella
Account Director: Cesar Bellido
Junior Art Director: Lucciana Bedoya
Executive Producer: Paul Cordova

Production Company: Fertil
Director: Santiago Chavez
Executive Producer: Tarek Kahhat