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2008 Creativity Award Winner: Skittles: Touch
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The much-celebrated and oft-awarded (and now recently disbanded) candy masterminds of TBWA/Chiat/Day, New York continued their streak of oddly whimsical to downright hilarious sweet snacking spots with 2007's "Touch" for Skittles. The spot introduces us to Tim, a kind-looking older gentleman, working the desk at a local video shop. When his co-worker brings over the wide-eyed Joel to check out Tim's special talent, you might expect things to turn a tad wacky. Instead, we're treated to a dark, poignant humor rarely seen when hocking candy pieces. Everything Tim touches turns to Skittles, and while many ads might've seen this as "awesome," Tim forlornly points out the downside— "Is it awesome that you can't hold your newborn baby boy in your arms?" He even inadvertently admits to homicide while telling of a bus ride handshake. This entire exchange is a brooding, moody bit of comedic genius that matches the bar set by the likes of "Trade,""Beard" and "Ernie the Klepto." The bulk of "Touch" comes from the minds of former CW/AD team Eric Kallman and Craig Allenwhile in terms of guidance, former GCD Ian Reichenthal says, "We had a lot of conversations with the guys in advance about trying out new voices, but still keeping it Skittles." And keep it Skittles they did. The spot ranked as Creativity Online's most watched spot of 2007 and kept the Skittles rep for brilliant and bizarre firmly intact.