No SKYN, No Love. Or in terms that young people can understand – no condom, no sex. UltraSuperNew Tokyo has turned SKYN’s essential message into a parody Mission Impossible drama that its advertising-averse audience should love to watch.

The campaign’s hero film features a young man’s late-night quest to buy SKYN condoms when he realises that he has run out. His superhuman efforts against adversity include dropping from a high-rise apartment and a hilarious battle with a street gang. Ultimately, he is defeated by the closing of a store just as he reaches it.

Annie Hou, associate director – Sales & Marketing at SKYN parent, MAM LifeStyles, commented, “Japan SKYN focuses its communication that resonates with both partners at a deeper level. This summer, for the fun seeking younger audiences after the pandemic, we decided to try something a bit different “experimentally”. The theme message that runs through past campaigns remains, but this time, we also remind people to always be prepared for any situation, because that is always the key to a healthy relationship.”

Yousuke Ozawa, creative director, UltraSuperNew, added, “Our new campaign is a bit of a leap from what we usually do because, in the past we focused our concept on capturing strong bonds between partners, reminding couples the importance of caring for each other and maintaining a great relationship. Our new campaign is also aimed to protect relationships between couples, but this time the story is captured from a male perspective, and the emotions he goes through. The theme, Softness brings us closer is present, but we pushed for something that had more action and humour, to attract a younger audience.”

The campaign also includes influencer collaborations and podcast called Love Love Love with over 530k followers. it features comedian, Kayoko Ohkubo, and is aimed at 20-35 year-olds in the Japanese market. It’s accessible on Amazon Prime, Apple and Spotify.