Subverting the Super Bowl Part 2
Following the success of the Super Bowl ad we only showed one person, Mars Wrigley asked us to do it again.
The year before, our idea disrupted America’s cultural fascination with the scale of the Super Bowl. And the premise was simple; while other brands are competing to win the affection of millions, Skittles will try to win the affection of just one…and will end up winning the affection of millions in the process.
Ultimately, we identified that it was the seemingly ‘stupid’ brand behavior that unlocked the most earned potential…along with brilliant execution, borrowed interest, and all the other Super Bowl “mandatories.”
This is great news for a brand like Skittles. Because if someone’s first reaction to one of our ideas is ‘wait, they did what?’ it means we did it right. So, the joke became: what would seem like an epic waste of money to the outside world?
Instead of competing for attention on the same stage as every brand we decided to create a completely different stage altogether. So, we skipped the 30 second TV commercial and instead created a real 30-minute Broadway musical.
Awards: 11x Cannes Lions (Gold, Silver, Bronze) | 9x Clio Awards (Gold, Silver, Bronze) | 8x D&AD Pencils (Wood, Graphite) | 16x One Show (Gold, Silver, Bronze)
Role: Senior Strategist (brief writing, comms. planning, sweet talking, and all the usual strategy things…)
