Play longer with Skore Not Out

McCann Erickson conceptualises a new campaign for Skore's climax-delay condoms with 'lasts longer than you think' communication theme

BestMediaInfo Bureau | Mumbai | October 30, 2013

Click on the image to watch the TVC.

Skore, the stylish, youth condom brand, has unveiled its latest television commercial for its Not Out condoms. Skore Not Out is for those who believe that lovemaking has to be indulged in and savoured for long. A special climax-delay ingredient makes Not Out the condom to choose when one wants the excitement to go on and on.

Climax-delay condoms have been for long regarded as a male pleasure device but Not Out disrupts this notion. Typically, such products promise extended love-making sessions and category advertising is cluttered with 'all-night-long' stories. Not-Out is not another climax-delay condom and does not see a longer sexual encounter as an end in itself. Instead, it sees one as a start of things to follow. After all, one marathon session begs for another. And its effects on people go beyond the confines of the bedroom, or the dark of the night, into the next day or days, and at the most unexpected places. That's how 'lasts longer than you think', the thought behind the advertising, evolved.

Vishal Vyas, General Manager - Marketing, Skore, said, “The concept given to our agency was to bring a connect with the youth with our new age range. In our previous campaigns, we had communicated our dotted, coloured and flavoured range to our TG. This new campaign is all about Skore Not Out climax-delay condoms. The trick of the commercial was to build curiosity and generate excitement that love too has its own after-effects. The more time and love you give to your partner, the more love you will get in return.  Not Out condom enables you to do that. It carries not only 'pleasure for him' but also 'pleasure for her' promise and this has been seamlessly communicated in the commercial.”

Elaborating on how the concept evolved, Sunil K Thoppil, Creative Director, McCann Erickson, said, “Not Out does not see a sexual encounter as an end in itself. Instead, it sees one as a start of things to follow. After all, one long-drawn session begs for another. And often begets it. That's how the agency came up with 'lasts longer than you think' communication.”

The TVC currently on air is laced with mischief as it playfully captures the product promise. It makes women want to be good to the man who pleasures them non-stop with Not-Out. The longer version of the dialogue-free film tracks a day in the life of a user – a regular, twenty-something guy. But interestingly enough, of the women he meets during the day's routine, many seem somehow thankful to him and eager to oblige as though returning an unseen favour. The reason is revealed through the pack window and sign off: “Lasts longer than you think”.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: McCann Erickson

Creative Director: Sunil K Thoppil

Film Director: Shriaz Bhattacharya

Art: Vivian Rayen

Account Management: Sai Sunil

Production: Nimax Films

Info@BestMediaInfo.com

Info@BestMediaInfo.com