Steven Tyler Passes Judgment on Skittles Art in Super Bowl Spot

Spot Is Inspired by Social Sharing of Art Made From Skittles

Published On
Feb 02, 2016

Editor's Pick

Skittles is using a mix of celebrity, humor and art in its commercial for Super Bowl 50.

The latest installment in its "Taste the Rainbow" campaign is set to air during the second quarter of Sunday's game and marks the candy brand's second consecutive Super Bowl appearance.

The 30-second spot begins with rock star Steven Tyler walking down the hallway of an opulent home, decked out with suits of armor and gold records along with a rug featuring his initials, which match the ones on the robe he is wearing. Mr. Tyler sees the unveiling of a portrait of himself made of Skittles. The portrait talks and sings, trying to hit the high notes in Aerosmith's "Dream On." But perhaps it's trying just a bit too hard, thanks to Mr. Tyler's prodding.

The commercial ends with the tagline "Rock the rainbow, Taste the rainbow," and #SkittlesArt on the screen.

The idea for the spot began with the realization that people don't just eat Skittles, they also use the bright candies for art projects that they share on social platforms. "The creative has to start with a consumer truth," said Matt Montei, senior director of confections and seasonal business for Wrigley. One idea was to show an individual talking to a portrait, which was then built upon with the idea of using a celebrity portrait.

"We start off with the script and if we think a celebrity can amplify the script, we'll use a celebrity. But we don't do it the other way around," said Mr. Montei. Last year, Skittles steered clear of celebrities, though it did use spokesman Marshawn Lynch in marketing efforts surrounding the game.

For this year's take, "Steven rose to the top. He loves Skittles; he is a pretty entertaining person himself; we think his image really fit the brand," said Mr. Montei. Plus, hiring a singer amplified the conversation. The spot was shot in December near Mr. Tyler's house in Nashville but not in his own home, Mr. Montei said.

DDB Chicago is the creative agency on the campaign and Andreas Nilsson of Biscuit Filmworks directed the spot. For more on Skittles' strategy, head over to AdAge.com.

Credits

Date
Feb 02, 2016
Brand:
Skittles
Client:
Skittles
Agency:
DDB-Chicago
Director:
Andreas Nilsson
Production Company:
Biscuit Filmworks
Visual Effects:
MPC LA
Chief Creative Officer:
John Maxham
Executive Vice President, Executive Creative Director:
Mark Gross
Creative Director, Art Director:
Brian Boord
Creative Director/ Copywriter:
Chad Broude
Chief Production Officer:
Diane Jackson
Senior Vice President/Executive Producer:
Will St. Clair
Associate Producer:
Jakub Zajaczowski
Production Manager:
Scott Terry
Senior Vice President/Integrated Brand Lead:
Kate Christiansen
Senior Vice President/Group Strategy Director:
David Chriswick
Director, Strategy:
Matt Mullen
Vice President/Account Director:
Gwen Hammes
Global Account Supervisor:
Erin Leahy
Global Account Manager:
Liza Raser
Celebrity Talent and Music Rights Acquisition:
Brad Sheehan, The Marketing Arm
Editorial:
Whitehouse Post
Editor:
John Smith
Color:
MPC LA
Music/Sound Design:
South
Audio/Sound Design:
The Studio

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Project Type