If you are creating a portrait made out of Skittles for Steven Tyler, you better make sure it can sing. Really sing.
The Aerosmith frontman stars in Skittles’ sophomore Super Bowl effort this year, and in the 30-second spot from DDB Chicago, he’s not so happy to find his candy portrait can’t hit the high notes in his iconic power ballad "Dream On."
In another oddball ad from the brand’s long-running "Taste the Rainbow" campaign, the star is in his castle home (he is rock royalty, after all), impatiently approaching two men waiting to unveil the portrait they’ve made for him.
"That is E-to-the-Z oooh twiddly-dee disgusting!" the singer shouts when he sees their creation. "You haven’t seen me sing diddly ding yet," replies the framed candy art, as it starts to sing the hit.
Tyler cuts him off, challenging the picture to hit the right note, and the volley continues until its final attempt shatters the art, scattering the candy to the floor. The only part left intact is the singer’s mouth, weakly singing the last refrain.
The spot, the first for the brand to feature a celebrity, ends with the "Taste the Rainbow" tag, here paired with "Rock the Rainbow."
The Wrigley candy brand is also running a promotion around the Super Bowl, asking fans to "Root for the Rainbow" before Sunday’s game, using the hashtags #SkittlesRainbow and #Contest. If a rainbow appears in the Bay Area on game day, Skittles will give away 100,000 packs of candy.
Two Super Bowl players, the Panthers’ Luke Kuechly and Broncos’ DeMarcus Ware, helped promote the contest last week, when they appeared on local newscasts doing weather forecasts. Olson Engage orchestrated the effort.
Skittles’ first Super Bowl commercial last year featured an entire town of residents who have one unusually large arm turn out to watch two men "settle it the usual way," arm wrestle for the last piece of their favorite candy flavor.
John Maxham: Chief Creative Officer
Mark Gross: EVP: Executive Creative Director
Brian Boord: CD: Art Director
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