TOKYO, JAPAN – Just in time for cosy season, condom brand SKYN has 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.
Created by UltraSuperNew, the campaign, called Soft Pulse, aims to illuminate the extraordinary connection between couples – and inspire audiences to get closer to their own partners – by posing an intriguing question: can couples synchronize heart-rates even when they don’t know that they are both in the same room?
Building 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 – the campaign centres on a first-of-its-kind experiment in which 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, which 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, 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 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 will run on SKYN’s X channel from 1st December 2025 for three weeks. From 24th 26th December the experiment is open to the public at the UltraSuperNew Kura gallery 24th-26th December.
CREDITS
Brand: SKYN
Client: Annie Hou
Agency: UltraSuperNew
Creative Director: Yousuke Ozawa
Art Director: Diana Ganea
Project Director/Head Producer: Daiki Shimizu
Creative Technologist: Yan He
Web Producer: Mana Shigeki
UX/UI: Yerai Zamorano
Art Director: Haruna Akashi
Junior Art Director: Mimiko Koshi
Creative Intern: Yuen Tan
Producer: Ryubi Fukuda
Producer: Saaya Iijima
Strategist: Lilly Sato
Web Production: UltraSuperNew Columbo
Chamindu Appuhamy
Malinda Wijekoon
Asela Jay
Ravindu Kannagara
