Super Bowl

Skittles' Return to the Big Game Will Include Steven Tyler

First Time Using Celebrity in 'Taste The Rainbow' Push

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Steven Tyler for Skittles.
Steven Tyler for Skittles. Credit: Skittles/DDB Chicago

The second consecutive Skittles Super Bowl commercial will star Aerosmith frontman Steven Tyler, the brand said Thursday.

The commercial marks the first time Skittles has featured a celebrity in a "Taste the Rainbow" TV commercial. Once again, DDB Chicago is the agency handling the work.

Parent company Mars announced in November that both Skittles and Snickers would return to the Super Bowl. Skittles, which is marketed by Mars-owned Wrigley, made its Super Bowl debut in 2015 with an ad called "Settle It" that had an arm wrestling theme. Limited details about the new spot were released Thursday, along with video the brand hopes people will use as a GIF.

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Using the Aerosmith front man is a switch for the brand, which opted not to use celebrities in last year's Super Bowl spot. Instead, it showed how certain men decide who gets the last lemon Skittle: a bit of public arm wrestling.

Mars is an official NFL sponsor. It gets added NFL exposure due to one of its celebrity fans, Seattle Seahawks running back Marshawn Lynch. The Seahawks appeared in two consecutive Super Bowls, winning in 2014 but losing Super Bowl XLIX to the New England Patriots.

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