The idea of making love outside the bedroom is tantalising. And that’s part of the allure of Sid Lee’s ad, Places of Intimacy, for Ansell’s Skyn condoms. The ad is erotic. That’s another tick.

There’s no mention of safety or the functionality of the condoms. Three ticks for keeping the desire it has created alive.

The ad is an invitation to have sex freely, ideas for the uninitiated and the catalyst to want to. That’s the trifecta for Skyn.

‘’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.

Its target is millennials, so the underlying themes of openness, adventure and freedom are well placed.

“In a context in which our freedoms are still questioned, it’s important to remember that love doesn’t have to be attached to stereotypes,” Céline and Clément Mornet Landa, creative directors at Sid Lee Paris, noted.

“Skyn brings a unique perspective to a market which communicates largely around safety and functionality. It’s through owning this space and creating meaningful conversations within it that we hope to make Skyn not just a condom choice, but a larger lifestyle choice,” added Jeyan Heper, president and general manager sexual wellness.global business unit, Ansell.

Sid Lee’s campaign, which stands on Skyn’s platform, Feel Everything, is running on TV and in cinema, in Australia, the US, France, Italy, Brazil, Poland and the UK, in 15 second, 20, 30, 45 and 50 second versions.

Credits:

Advertising Agency:  Sid Lee Paris 

Executive Creative Director:  Sylvain Thirache

Creative Directors: Céline & Clément Mornet Landa

Art Director: Yoann Plard

Head of Strategy: Alex Pasini

Head of Production: Thomas Laget

Producer: Nicolas Lasjaunias

Group Business Director: Mehdi Benali

Account Director: Héloïse Marchal

Account Manager: Trisha Mitra

Production Company: Wanda

Directors: Truman & Cooper

DoP: Sebastian Blenkov

Executive Producer: Perrine Schwartz

Line Producer: Yannick Lebot

Production Service: Love To Shoot (Lisbon)

Post Production: Wanda

Post Producer: Olivier Glandais

Editor: Mark Maborough

Colourist: Muriel Archambaud

Client: Ansell Healthcare – SKYN


President & General Manager: Jeyan Heper

Senior Director Global Brand: David Chaker

Associate Director, Global Marketing SKYN: Marta Toth

Global Brand Marketing Manager SKYN: Nicolas Woussen