‘Don’t skip foreplay’, pornstars urge in new Skyn campaign

Condom and sexual wellness company Skyn and Pornhub have enrolled pornstars Stoya and Dale Cooper to urge consumers “Don’t skip foreplay” in commercials running before porn videos.

The decision to create a global campaign – worked on locally by Cummins & Partners – encouraging realistic perceptions of sex came about after the brand conducted research revealing 67% of male respondents learn about sex from porn. But porn doesn’t always accurate depict intimacy and pleasure, Skyn said, and pornstars were best-placed to communicate that message.

While 85% of respondents in the Skyn study said foreplay was necessary, according to Pornhub, half of people skip to the first action when viewing porn, and a third begin watching at penetration.

“You can skip an ad, but you shouldn’t skip foreplay,” pornstar Dale Cooper says in his rendition of the ad.

“Porn is asked to fill the gap left when sexual education is lacking,” he explained of the campaign’s purpose.

“All sex education cannot be thrown on porn, but at the same time, porn could play a bigger role – instead of just focusing on penetration, porn can discussing barrier use, show actors putting on a condom, etc. I appreciate SKYN’s mission that foreplay is a super important part of intimacy and it often gets cut when it comes to mainstream pornography.”


Skyn’s global brand manager at Lifestyles Healthcare, Nicolas Woussen, added that the ads hope to change consumer behaviour and promote genuine intimacy.

“At SKYN we pride ourselves on being a brand that not only provides a variety of products to aid in intimacy, but a brand that promotes real emotional connections,” Woussen said.

“While foreplay is a key pillar to any sexual interaction, it is often overlooked in pornography, where unfortunately many young people are getting their education from. We need to change consumer behaviour and promote more intimate and real connections.”

Cummins & Partners was the local media agency working on the campaign, created by Sid Lee Paris.



Vice President Global Marketing: Matthew Groskorth
Global Marketing Strategy Director: Marta Toth
Global Brand Marketing Manager: Nicolas Woussen

Advertising Agency: Sid Lee Paris
President: Johan Delpuech
Executive Creative Director: Sylvain Thirache
Creative Directors: Céline and Clément Mornet Landa
Art Director: Romain Lehur
Head of Strategy: Bruno Lee
Managing Director: Mehdi Benali
Group Account Director: Héloïse Marchal

Media: Cummins&Partners Melbourne
Strategy Director – Connections: Bec Alexander
Connections Manager: Nick Archer


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