A Young Man Gives Up His Youth in Bizarre New Spot from Skittles and DDB Chicago

Global candy brand Skittles just launched a new campaign that leans into the kind of surrealist comedy that's a hit among younger generations.

Helmed by advertising agency DDB Chicago and digital marketing agency Critical Mass, "Commit to the Rainbow. Taste the Rainbow" is marked by the short spot "Youth" that takes a not-so-subtle jab at the Gen Z market and their "commitment paralysis" issues. 

The Mars brand makes light of the issue by asking them to prove their love for Skittles by "committing" to it, even if it means losing their youth — literally. 

The advert is the latest installation in Skittles' ongoing "Verb the Rainbow. Taste the Rainbow" brand platform.

Mars Chief Brand Officer Rankin Carroll believes this new spot delivers a "pleasantly perplexing escape from common sense, through an unexpected and over-the-top depiction of Gen Z brand affinity, in the most extreme way possible." 

Apart from the spot, the ongoing campaign will include digital and social media efforts urging users to stop committing to run-on-the-mill content  and instead "commit to the rainbow." 

 

 

 

 

 

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DDB Chicago CCO Colin Selikow further expounded on their efforts, as it brings a new way to connect with the Gen Z audience "in the absurd fashion Skittles is famous for."

He adds that the youth brings the classic vibe of the brand to new fans, which presents them with the most nonsensical way to commit to Skittles.

True enough, this spot is plain weird — but weird isn't bad.

Through its use of surreal humor, the short commercial can easily resonate with the younger crowds, and they don't exactly have to get what's going on. 

This is a tried-and-tested brand marketing strategy for Skittles, using its strong brand identity and a keen desire to adapt to what appeals to its target audience. 

Swapping Ages

"Commit to the Rainbow — Commit Your Youth" is a 15-second advert that starts with a teenager and his grandmother sharing a bowl of Skittles in a retirement home.

The grandson asks for some Skittles. But in exchange, his grandma asks for his youth, to which he immediately responds, "Sure."

We then see the young man begin to age quickly, while his grandmother starts to get her brunette hair back, de-aging.

"Commit to the Skittles... Keep eating," the now young woman tells her grandson, who she swapped ages with. 

The spot ends with the old man proclaiming it to be his best day ever.

Previously, Skittles worked with "The Office" actor Creed Bratton to launch "MFFLP the Rainbow. Taste the Rainbow."

Editing by Katherine 'Makkie' Maclang