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Trojan Turns Movie Credits Into a 48-Minute Intimacy Invitation
Trojan's '& Chill' is a 48-minute feature-length film composed entirely of scrolling movie credits, created by Forsman & Bodenfors and launched in Canada in September 2020, designed to remove every on-screen distraction so viewers can move directly from the couch to intimacy.
The campaign takes its conceptual fuel from one of the most recognised euphemisms in contemporary culture: 'Netflix & Chill.' The creative logic is deceptively simple. If the phrase already implies a specific destination, why provide anything that delays arrival? By stripping out picture, plot and character entirely, Trojan delivered a film that fulfils the technical definition of cinema — a running credit scroll — while eliminating every element that competes for a viewer's attention. The result is a healthcare and personal accessories campaign disguised as an act of ambient cinema, a genre move as confident as any VFX-driven blockbuster but executed without a single frame of footage.
In Canada, where the campaign ran exclusively, Trojan holds a commanding position in the condom category. The September 2020 launch was deliberate in its timing: the COVID-19 pandemic had reshaped intimacy across the country, confining couples and partners to domestic settings and, as Strategy magazine reported through coverage by Alexandra Whyte, making the cultural resonance of 'Netflix and chill' more acute than at any prior moment. Gregory Major, head of marketing for Trojan parent Church & Dwight, noted publicly that the phrase had taken on heightened relevance as people pursued in-home connection during the pandemic. The campaign earned a Clapboard Score of 74 out of 100, reflecting strong creative distinction within the health and personal accessories category.
Trojan identified 'Netflix & Chill' as a cultural territory the brand could credibly own. The strategic rationale, articulated by Matt Hassell, Chief Creative Officer at Forsman & Bodenfors, began with a simple creative-session question: which moments in popular culture belong to the Trojan brand by right of relevance? The credit scroll of a movie surfaced immediately as the answer, per reporting by forsman.com. That instinct reflects a broader strategic discipline — locating brand meaning inside behaviour that already exists rather than manufacturing new rituals from scratch.
The competitive context makes the move sharper. Durex, Trojan's principal global rival, has historically occupied the territory of playful, sexually progressive advertising, while Lifestyle Brands has pursued value-driven positioning. Trojan's response with '& Chill' sidesteps both price and permissiveness as battlegrounds, instead claiming the moment of transition — the liminal space between screen time and intimacy — as proprietary brand real estate. That is a more durable positioning than feature-level product comparison can sustain.
The pandemic created unusual market conditions in Canada and globally. According to bedbible.com, male condom sales in 2020 were approximately sixteen percent lower than in 2019 as lockdowns disrupted retail traffic and social behaviour. Against that headwind, a campaign oriented around domestic intimacy was not merely tonally appropriate — it was structurally aligned with the only intimacy context most Canadians had access to during that period. Wavemaker served as media agency and Veritas handled PR and influencer partnerships, as documented in available campaign records, ensuring the film reached audiences through channels where the 'Netflix & Chill' reference would land with full cultural fluency.
The creative execution of '& Chill' is built on an act of deliberate subtraction. Forsman & Bodenfors constructed a 48-minute film in which every conventional cinematic element — image, narrative, character, score — is absent, leaving only the typographic texture of a rolling credit sequence. The campaign was submitted to the Clapboard archive by Glen D'Souza, Executive Creative Director at Forsman and Bodenfors, whose name is attached to the work in its official record.
The craft challenge is not trivial. A 48-minute credit scroll risks becoming either comic or tedious. The production decision — described in Clapboard's own documentation as a film that is 'picture-less, plot-less and character-less' — reframes absence as permission rather than poverty. Viewers are not watching a film that has failed to provide content; they are watching a film that has consciously withheld it. That distinction is entirely a function of writing and structural design, which is precisely why the campaign earned a Silver Clio Award in Film Craft with a specific citation in Copywriting at the 2020 Clio Awards, as recorded on The Clio Awards. Copywriting, in a film with no dialogue and no narration, becomes the entire creative surface.
The VFX dimension of '& Chill' is characteristically understated: there are none in the conventional sense, and that absence is itself the formal statement. Where competing campaigns in the health and personal accessories category rely on visual production to generate stopping power, Forsman & Bodenfors achieved distinction through typography and duration. The campaign description notes that viewers can still expect 'all of the twist and turns and command performances of any action film' — a copywriting joke embedded in the credits themselves, sustaining engagement through wit rather than image. Production credits beyond Glen D'Souza's ECD role are not publicly documented for this campaign.
No verified campaign-specific performance data for '& Chill' — including sales lift, brand-tracking movement, or paid-media reach figures — is publicly available, per the research record. No media spend or production budget was disclosed. What the public record does confirm is that Trojan held approximately fifty-three percent market share in Canada over the fifty-two weeks preceding September 21, 2020, a figure that establishes the brand's category dominance as context for the campaign's launch, though it cannot be attributed to this specific execution.
The campaign registered 18,906 views and 115 likes on the platform where it was archived, metrics that reflect its nature as a creative industry submission rather than a mass-media broadcast property. The Silver Clio Award in Film Craft — Copywriting, confirmed by clios.com, is the campaign's most concrete performance signal. Clio recognition in a craft category for a film with no conventional craft elements — no cinematography, no VFX, no performance — is structurally significant. It validates the proposition that conceptual precision is itself a form of production value.
Strategy magazine's coverage, as reported by Alexandra Whyte, framed '& Chill' positively within the context of pandemic-era intimacy behaviour in Canada, suggesting the campaign achieved earned media traction beyond its paid footprint. The Clapboard Score of 74 out of 100 reflects a campaign that executes an original concept with formal consistency and earns category-level recognition, while stopping short of the cross-platform amplification that would push a score higher.
Trojan's '& Chill' is a 48-minute feature-length film made entirely of scrolling movie credits, created by Forsman & Bodenfors and launched in Canada in September 2020. It reworks the 'Netflix & Chill' phrase by removing all on-screen content, leaving viewers free to skip directly to intimacy without distraction.
Forsman & Bodenfors created the campaign for Trojan Canada. Glen D'Souza served as Executive Creative Director, and Matt Hassell, Chief Creative Officer at Forsman & Bodenfors, has spoken publicly about the concept's origin. Wavemaker handled media and Veritas managed PR and influencer partnerships.
Trojan's '& Chill' won a Silver Clio Award in Film Craft — Copywriting at the 2020 Clio Awards, as confirmed by clios.com. The recognition is notable because the film contains no dialogue or imagery, meaning the award validates typographic and conceptual writing as the campaign's sole creative craft surface.
The September 2020 Canadian launch aligned with pandemic conditions that had made domestic intimacy the dominant social context. Gregory Major of Church & Dwight noted that 'Netflix and chill' had become especially resonant as people pursued in-home connection, making the campaign's premise culturally and commercially timely for the Canadian market.
Trojan's '& Chill' received a Clapboard Score of 74 out of 100. The score reflects strong conceptual originality and formal consistency within the health and personal accessories category, along with Clio-level industry recognition, while noting the campaign's limited cross-platform amplification relative to higher-scoring work.
Trojan, owned by Church & Dwight since 2001 per En Wikipedia, has pursued culturally rooted campaigns across decades. The 2017 XOXO initiative targeted women specifically, per warc.com, while '& Chill' targets shared domestic moments. Both campaigns demonstrate Trojan's strategy of anchoring brand identity inside existing cultural behaviour rather than product features.
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