& Chill - Trojan | Clapboard Ad Archive

Trojan disrupts category norms in the Healthcare market with & Chill, a campaign conceived by Forsman & Bodenfors in Year 2020 that delivers a 48-minute feature-length film comprising nothing but an endless scroll of movie credits—no narrative, no stars, no scenes—strategically engineered to strip the Netflix from Netflix & Chill and foreground intimacy. By transforming bland visual wallpaper into a clever creative device, the work confronts modern rituals around casual sex and streaming culture, seizing on the widely recognized euphemism to satirize the performative pretext of watching together before coupling. Forsman & Bodenfors leans hard into Trojan’s ability to read and riff on culture, targeting a digital-native, pop-literate audience that understands both the language and the ritual it invokes. Here, entertainment becomes so deliberately unentertaining that it fades to the background, facilitating a seamless leap to the moment Trojan products are made for—meaningful, distraction-free connection. The film, with its meticulously executed, VFX-driven credit crawl, operates as pure concept: no story, characters, or even visuals, just the familiar streaming interface co-opted and hollowed out. This approach, which Clapboard’s 12-format taxonomy would classify as FORMAT#12—Parody or Borrowed Format, does more than parody pop culture forms; it reframes Trojan itself as a brand attuned to subtle shifts in communication and courtship among younger consumers, distinguishing itself from stoic, educational competitors with a wry, playful intelligence. By removing the ‘show’ from the ‘show and chill’ equation, the campaign delivers product relevance without explicit mention, subverting both genre expectations and standard health category messaging to redefine what branded entertainment can mean in a streaming era. The campaign earns 74/100 in Clapboard’s global creative archive. This campaign matters because it demonstrates that sharp cultural insight, executed with wit and technical discipline, can command the industry’s attention in even the most routine of product categories.