Inside the craziness that is the Super Bowl, Skittles innovated by showing its TV spot to one teenager only, broadcasting it on Facebook LIVE. To this day, no one else has seen it.
First of all, let me be clear: you still won’t see the ad. You probably never will. But here is what Marcos Menendez, the only person to have seen it, had to say about it.
Was it a good idea to spend our entire marketing budget on an epic multi-million-dollar blockbuster Super Bowl commercial starring David Schwimmer, and then only ever show it to ONE SINGLE PERSON named Marcos Menendez? We really, really, really, really, really, really, really, really, really, really, really hope so.
Posted by Skittles on Sunday, February 4, 2018
Did you watch the full 18 minutes? Right, I did not think so. Well, while we didn’t get to see the actual ad, since only Marcos watched it, we got some serious clues.
According to Marcos, the ad featured David Schwimmer with scary white glowing eyes, as he wanders around and transforms everyone he sees into Skittles, armed with what seems to be a laser beam coming out of his mouth (yes…). But the very interesting part, still according to Marcos, is that part of the ad was actually shot at his own house, and his mother even appeared in it! And yes, she was turned into Skittles.
The campaign, orchestrated by DDB, sparks a lot of debate. Skittles said its production was in the multi-million-dollar range (probably including media budgets to promote it). But with “only” fifty thousand views to this day, many conclude its impact was minimal. However, the campaign also turned into a major PR activation, as numerous publishers (including us) talked about the stunt, online, and on TV.
As for Marcos, he said that the ad was “one of the best commercials I’ve ever seen in my entire life.”
EXCLUSIVE – an insider look on "The (Super Bowl) ad you'll never see"
Posted by We are Social Media on Wednesday, February 7, 2018
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