Skittles is blowing the budget on an ad that will only be seen by one person. Photo/YouTube.
Skittles is blowing the budget on an ad that will only be seen by one person. Photo/YouTube.
Having paid millions of dollars for a coveted advertising slot during the Super Bowl, Skittles has decided not to screen its ad at all.
In lieu of running the spot during the event, the company will instead air one lucky fan's reaction to the video.
Dubbed 'the most exclusive commercialever made', the offbeat idea is the brainchild of US advertising agency DDB.
To generate hype for the campaign, Skittles has released a series of teaser clips online explaining the concept behind the promotional stunt.
Matt Montei, the vice president of fruit confections at Skittles' parent company Mars, told industry publication AdWeek that the company has no intention to release the ad after it runs.
Skittles has garnered something of a reputation for its off-the-wall advertising in recent years.
This has included a slightly depressing ad about an office worker who turns everything he touches into the colourful lollies as well as another spot featuring the candy as children's disease.
Some, however, felt the brand went too far with a horrifically creepy ad, which showed a fully grown man still attached to his Skittles-eating mother by an umbilical cord.
