Skittles seized on the Seattle Seahawks star's infamous reporter avoidance with a video Monday night in which Mr. Lynch partakes in a mock press conference. The running back's love of Skittles is well known and led to an endorsement deal last year that included a limited-edition "Seattle Mix," with packs featuring the Seahawks' blue and green colors that were made available in Seattle.
Earlier this season, the NFL fined Mr. Lynch $100,000 for leaving the locker room without talking with reporters.
At last year's Super Bowl media day, Mr. Lynch spoke only to the NFL Network's Deion Sanders and Armed Forces Radio, according to ESPN, which noted that he mostly spent time "behind a barrier talking with teammates [and] autographing a football a young fan threw to him."
Skittles will advertise during the Super Bowl this year for the first time, but Mr. Lynch will not appear in the spot.