NEW WORK

SKITTLES unparalyzes gen-Z’s commitment issues

By Reel Chicago
October 15, 2024

Face it, SKITTLES is strange. But we embrace strange at Reel Chicago. Relish it even. And that’s why we are drawn to this thought-provoking new spot created by DDB Chicago and Critical Mass.

This new mind-bending campaign, “Commit To The Rainbow. Taste The Rainbow,” once again pushes the boundaries of quirky and thought-provoking advertising. The latest installment takes a unique twist on commitment, targeting gen Z’s so-called “commitment paralysis” with a comical and perplexing take. Having grown up in a constantly changing world, both Millennials and Gen Z adults have a bigger fear of romantic commitment than any generation before.

The centerpiece of the campaign is the film Youth, directed by Biscuit Filmworks’ award-winning filmmaker Andreas Nilsson. In the creative, a grandson makes an outrageous trade—his youth in exchange for a pack of SKITTLES—to his grandmother.

The surreal scene taps into the candy brand’s long-standing tradition of creating weird yet entertaining commercials that leave viewers amused and questioning reality. Watch below:

Rankin Carroll, chief brand officer at Mars, commented, “This campaign delivers a pleasantly perplexing escape from common sense, offering an over-the-top depiction of gen Z brand affinity in the most extreme way possible.” The campaign aims to engage fans of all ages while urging them to commit to their love for SKITTLES.

DDB Chicago’s chief creative officer, Colin Selikow, echoed that sentiment, saying, “We’re excited to bring this absurd approach to a new generation of SKITTLES fans, creating another iteration of our ‘Verb the Rainbow. Taste the Rainbow’ platform.”

Beyond the film, the campaign also includes digital and social content designed to interrupt mundane social feeds and challenge viewers to commit to SKITTLES over everything else. This bold new take on the brand’s iconic messaging is expected to evolve throughout 2025, encouraging fans around the globe to show their extreme dedication to the rainbow.

Expect more outlandish SKITTLES moments in the coming year, with the “Commitment” platform continuing to playfully highlight gen Z’s growing love for the brand.

CREDITS:

Brand

Brand Director: Ashley Gill
Brand Director: Heather Stuckey
Chief Brand Officer: Rankin Carroll
Brand Director: Christina Ulmes
Chief Marketing Officer: Gabrielle Wesley
Marketing Director: Ro Cheng
Marketing Director: Sally Tran
Content Director: Chris Bendeck
Media Manager: Samantha Sramowicz
Media Director: Ray Amati
Brand Manager: Michael Kelly
PR: Erin DeAngelo

Agency / Creative: DDB Chicago

Client Lead: Alysson Scartz
Client Service Director: Lauren Rapoport
Account Director: Mason Friedman
Program Manager: Sarah Lobdell
Project Manager: Emma Carelle
Director of Business Affairs: Jillian English
Business Affairs Director: Robyn Ho
Head of Strategy: Jaime McGill
Strategy Director: Kathryn Swiston
Chief Creative Officer: Colin Selikow
Executive Creative Director: Andrew Lavery
Group Creative Director: Brian Culp
Group Creative Director: Katie Bero
Creative Director: Jeff Hodgson
Creative Director: Eli Ferrer
Head of Production: Annie Larimer
Producer: Katie Shutt

Agency / Creative: Critical Mass US

Production: Biscuit Filmworks

Director: Andreas Nilsson
Founder: Shawn Lacy
Executive Producer: Holly Vega
Producer: Jeff McDougall
Head of Production: Sean Moody
Director of Photography: Peter Deming
Production Designer: Francois Jordaan

Post Production / VFX: BaconX

VFX Supervisor: Jonas Drehn
Creative Director: Jonas Drehn
Executive Producer: Lorène Lescanne
Head of Production: Rikke Gjerløv Hansen
VFX Producer: Morten Stahlhut
Colourist: Hannibal Lang
Compositing: Oliver Buus, Mikkel Hansen, Warwick Campbell, Dan Dirckinck-Holmfeld, Kai Hauswirth
CG Lead: Thomas Haas-Christensen
CG Artists: Andriy Bilichenko, Victor Skarbye, Niels Träff, Rickard Didriksson, Marie Alsing
Conform: Søren Knudsen, Oliver Wozny
Matchmove: QL Beans