There's a 'Cool' new way to Skore
The TVC, conceptualised by McCann Erickson, is the latest in the brand's long line of dialogue-free films and depicts how a workout can become a sensual experience with a fitness buddy
BestMediaInfo Bureau | Delhi | June 25, 2015
Skore Condoms from TTK Group has unveiled a new campaign for its Skore Cool variant. Skore Cool has two features to it – a special cooling lubricant on both sides and a cooling mint flavour.
The communication is centered around the counterpoint to the product proposition. The TVC for Cool, conceptualised by McCann Erickson, is currently on air. The ad features the tagline: “Many ways to heat up, but one way to cool.”
Latest in the brand's long line of dialogue-free films, the storyline captures how the introduction of a fitness buddy into a regular workout regimen changes the routine to a celebratory, almost-sensual experience. Innocuous fitness routines turn mischievous. The product is introduced at the highpoint of this steamy crescendo. The sign-off captures the product's promise about bringing down the heat with Skore Cool. And the film closes with a body-warming cuddle on the gym floor.
“Brand Skore is a young brand, and a brand for the young too, at the same time,” said Vishal Vyas, General Manager, Marketing, TTK-PDL. “The ecosystem of our consumers includes the subset of gyms, dance floors and pubs. To its energetic inhabitants, 'Cool' finds high brand and product relevance.”
Sunil Thoppil, Vice-President, McCann Erickson, added here, “In its essence, it's a boy-meets-girl film. But the gym provided a locational device for a hot twist to the tale.”
The TVC:
Credits:
Client: TTK Group
Brand: Skore Cool Condoms
Creative agency: McCann Erickson
Creative Director: Sunil K Thoppil
Art: Vivian Rayen