#GetNAKED - Four Seasons Condoms | Clapboard Ad Archive
Launched in Australia in 2013, the #GetNAKED campaign from Four Seasons Condoms leveraged a singular, boldly provocative film asset to reposition the brand at the forefront of sexual health communication, standing in sharp contrast to the typically risk-averse approaches of the healthcare market category. The film, which anchored the industry’s conversation thanks to its candid style and notable ban from television broadcast, immediately signaled an intent to challenge the boundaries of public discourse and product advertising in intimate wellness. Driving its creative messaging was a deliberate focus on the NAKED condom range, offering four distinct sizes and spotlighting the brand’s core proposition of comfort, personalisation, and a sensation as close to natural as possible. In campaign execution, Four Seasons Condoms and its agency adopted what Clapboard’s taxonomy would classify as FORMAT#9 — Symbolize the Benefit — employing exaggerated visuals and playful metaphors to communicate the feeling of going bare, a tactic that resonated powerfully with audiences ready to engage with more transparent and inclusive narratives around sexual experience. Strategically migrated to digital platforms and social media where its banned status only intensified intrigue, the campaign rapidly achieved high visibility online, generating over 11.5 million views and catalyzing widespread conversation through user shares, comments, and extended engagement across Facebook and Instagram channels. This digital-first approach allowed the brand to bypass traditional gatekeepers, driving direct-to-consumer education on condom comfort, fit, and personal choice, while cementing Four Seasons Condoms as an empowered voice willing to rewrite the category’s rules. Clapboard rates this 72/100. For a traditionally reserved market, #GetNAKED matters because it proves an audacious creative stance, paired with digital agility, can break down taboos and grow both conversation and brand preference around products uniquely tuned to personal wellbeing.
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