Finding love is an obsession with young people. And in today’s digital-“connected” world, it has become the norm to find the answer to falling in love in “science”. Some of the common ways used are algorithms, psychology, astrology, common interests, behaviour and character traits, social and demographic factors.
Are they correct? UltraSuperNew and SKYN condoms put science, psychology and fortune-telling to the test in a clever, and touching, experiment. Two single volunteers underwent a series of compatibility tests with experts separately before meeting. After their introduction, they were told they were nearly a 100% match and challenged to prove their compatibility through additional tests. The result was a heartwarming observation of the pair playfully interacting, solving puzzles, communicating confidently, laughing, and enjoying each other’s company. Their growing connection was apparent to the audience and by the end, both participants felt it too. It was then revealed that the experts were actors and the tests were fake, so there was no actual 100% match. Despite this, both participants said they felt a genuine connection.
The campaign underlines SKYN’s theory that genuine connection often comes from real interaction – communication, understanding and physical closeness. The condom brand’s ethos is that the most important thing in a relationship is to understand and care for one another, which it refer to as “softness”.
Annie Hou, associate director – sales & marketing, at SKYN condom parent, MAM LifeStyles, stated, “As we target a younger audience, we aim to highlight what truly matters in relationships: human connection. In a world where information is always at our fingertips, we often overthink with our rational minds. Our goal was to emphasise the value of genuine connection and physical sensory experiences, encouraging people to trust their instincts over intellect.”
Yousuke Ozawa, creative director, UltraSuperNew, added, “When we came up with this idea, we were careful not to undermine the credibility of compatibility tests or fortune tellers, as many people genuinely value their insights. Our core message was straightforward: ‘softness’ fosters genuine connections, independent of test results. After the experiment, we wondered if their ongoing closeness was just a placebo effect. Yet, if that were the case, their feelings should have faded quickly. What we discovered is that their genuine physical connection may have played a crucial role in keeping their bond intact.”
Credits
Client: SKYN
Associate Director – Sales & Marketing – MAM LifeStyles: Annie Hou
Agency: UltraSuperNew
Creative Director: Yousuke Ozawa
Producer: Daiki Shimizu
Web Producers: Mana Shigeki & Alexander Watanabe
Assistant Producer: Alex Schmidt
Art Directors: Sayu Fujii & Rebecca Chen
Copywriter: Ayano Morsaka
UX & UI Designer: Yerai Zamorano
Creative: Yan He
Production Company: Geek Pictures
Director: Katori Torui
Producer: Satoshi Ootake
Project Manager: Kirara Tanioka
