Every Super Bowl, it’s the same story – brands make ads to win the affection of millions… but mostly just end up speaking to the least common denominator.
In 2018, Skittles decided to ignore that massive mainstream altogether. We created The Most Exclusive Super Bowl Ad Ever, and only showed it to one single person.
The idea came to life across six different films.
Our first film announced the idea and introduced Marcos Menendez – the Skittles fan who we would make our Most Exclusive Super Bowl Ad for, and the only person who would ever see it.
Next, we released four bewildering teaser films featuring David Schwimmer, encouraging America to wonder which of them was an actual scene from the Super Bowl ad they would never see.
Finally, we released a film that revealed the laughable lengths when we went to create a Super Bowl ad… for an audience of one.
Cannes Lions 2018
2x Yellow Pencils
3x Graphite Pencils
DDB North America