Steven Tyler Sees Himself Made Entirely of Skittles in Candy Brand’s Super Bowl Ad

First 'Taste the Rainbow' spot with a celebrity

Headshot of Tim Nudd

Skittles on Tuesday joined the parade of brands releasing their full Super Bowl ads early, unveiling its 30-second spot starring Aerosmith frontman Steven Tyler.

The spot, which will air during the second quarter, was inspired by the apparent trend of Skittles fans making things (pictures, recipes, stop-motion films, etc.) out of the rainbow-colored candies. (Yes, it's a thing.) The ad shows Tyler checking out a portrait of himself made of Skittles—and he's not too thrilled.

It remains to be seen whether Super Bowl viewers will be thrilled by the spot, from DDB Chicago. (This is the brand's first "Taste the Rainbow" spot featuring a celebrity.) 

But the campaign does give fans a shot at a more tactile offering: If a rainbow appears over San Francisco on Sunday, the brand will give away 100,000 free packs of Skittles to fans who use the hashtags #SkittlesRainbow and #Contest prior to kickoff.

To promote this weather-related promotion, the brand had Carolina Panthers star Luke Kuechly and Denver Broncos star DeMarcus Ware do weather forecasts on real local newscasts this week. 

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: February 2, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT