Creative Work· Japan· UltraSuperNew Spotlight

Vying for the Last Pack of Condoms on the Shelf—What Do You Do?

SKYN explores an awkward Valentine’s Day scenario while incorporating the Japanese cultural concept of Honne and Tatemae

by APAC Ad Junkie
· February 3, 2025

SKYN, the condom brand from Japan, has launched a new campaign that humorously explores an awkward Valentine’s Day scenario while incorporating the Japanese cultural concept of Honne to Tatemae—the contrast between one’s true feelings (honne) and socially appropriate behavior (tatemae).

Created by UltraSuperNew Tokyo, the campaign titled “Soft Competition” follows a man and a woman as they simultaneously reach for the last packet of SKYN condoms in a convenience store. Their inner “honne”—true emotions—unfold in a comedic battle of facial expressions, but they quickly revert to their composed socially responsible “tatemae” selves.

“This time, we decided to take a fresh approach by casting the characters as rivals instead of couples, adding a whole new dynamic to the brand,” said Yousuke Ozawa, Creative Director at UltraSuperNew Tokyo.

“We also made the protagonist a woman, something only SKYN could pull off since the product is designed for both men and women. Instead of the usual submissive or cutesy portrayal of a Japanese woman, we made her a confident, charismatic go-getter.”

Ozawa added: “Through this, we hope to shift the image of Japanese women in a more empowering direction, while also letting people know that SKYN is now available in convenience stores.”

“Instead of the usual submissive or cutesy portrayal of a Japanese woman, we made her a confident, charismatic go-getter.”

“This marks a monumental milestone for SKYN. After almost a decade in Japan, we are thrilled to announce that our products are now available in the highly competitive Konbini Market—a space traditionally dominated by big-name brands,” said Annie Hou, Associate Director – Sales and Marketing at MAM LifeStyles.

“This step allows us to bring SKYN closer to you, ensuring both our loyal fans and those discovering us for the first time can find our soft-textured product not only in drugstores but also in select konbini locations nearby.”