Just in time for cosy season, UltraSuperNew and SKYN have launched a Christmas campaign spotlighting the softness and intimacy that connects couples at a deeper level – by putting their connection to the ultimate test of scientific synchronicity.
The campaign, called Soft Pulse, highlights the extraordinary connection between couples and inspire audiences to get closer to their own partners, by posing an intriguing question – Can couples synchronise heart-rates even when they don’t know that they are both in the same room?
The experiment is built on research suggesting that romantic couples’ heart rates tend to sync up during conversations around their relationship, with couples who feel more empathy or satisfaction showing stronger synchrony. Pairs of adults – some strangers to each other, some established couples – were rigged up to heart-rate monitors and filmed. To conceal their identities from each other, they were seated back-to-back, with all visual and auditory cues that might influence their physical reactions removed until the end of the test.
In the resulting five-minute film, that will run on SKYN’s social media channels, the strangers fail to sync up heartrates, but the couples succeed – drawn together not by sight or sound, but by the invisible resonance of being in the same space. In a heartwarming conclusion, they finally turn to face each other to discover their true identities – proving beyond scientific doubt of the intimate connection between couples.
Annie Hou, associate director – sales and marketing, at SKYN parent, MAM LifeStyles, commented, “Our products are made from IR (poly isoprene) material which provides sensational softness and hence comfort. They are not just for men, but for couples who are already close and for those looking to grow even closer. That is why we focus on connecting our brand to the softer, more intimate connections between partners. This time, we also made sure it resonated with younger audiences through fresh, unexpected content while staying true to the SKYN brand.”
Yousuke Ozawa, creative director at UltraSuperNew, added, “As always, we didn’t really know if the experiment would work until the day of the shoot. Even with that uncertainty, there was a quiet feeling that everything would come together. That mix of nerves and excitement is what always brings a little magic to our sets, and this time was no different. When the couple finally saw each other at the end, it was pure magic. Their reactions, the way they laughed and lit up, felt truly special, and I hope it inspires everyone who watches the video to embrace softer, more meaningful connections.”
Soft Pulse isc running on SKYN’s X channel from December 1 for three weeks.
From December 24 to 26, the experiment is open to the public at the UltraSuperNew Kura gallery.
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