Iconic Ads: Skittles — Touch

Skittles constantly did great advertising. The challenge is to keep at it and produce advertising which engages customers like earlier

Commercials for Skittles have a long and glorious record of being both hilarious and delightfully offbeat.

The Midas Touch, after the myth that served as inspiration for the commercial’s narrative, bestows upon Tim the ability to do something similar to Midas. Tim Skittlesifys whatever he touches. An interesting take on the Greek story of King Midas, who hoped that whatever he touched would turn to gold. Midas quickly learned he couldn’t eat because of his request, which he hadn’t given much thought to. When he reached out to embrace his daughter, she transformed into a statue made of gold.

This humorous twist on a classic tale succeeded because the Greek myth it was based on remains popular in contemporary storytelling. It’s consistent with Skittles’ overall marketing approach, which features the candy in unusual contexts.

It’s ideal in every way possible. The concept, the actors, the performance, the location, and the script emphasise the writing

Everything in the advertisement is humorous; there is no buildup to a joke. First line: “Hey Tim, show Joel how everything you touch turns to Skittles.” Tim’s female coworker, setting the tone. Tim reluctantly but respectfully transforms the stapler into a piece of rainbow candy, and things go splendidly from there.

I appreciate how she’s prepared to catch any falling Skittles by holding her hand beneath the stapler.

I think it’s great how seriously the topic is taken. Tim’s eyes well up with tears as he thinks of the guy on the bus whose hand he shook but who will never go home again. Is it a good thing that you can’t cuddle your newborn? How could Tim eat and clothe himself? Nothing he does, from shaking hands to picking up the phone to slamming his hand on his desk, goes unpunished.

This commercial strikes the perfect balance between melancholy and comedy. It is so endearing because of how hilariously sad it is.

Art director Craig Allen and copywriter Eric Kallman worked on the Skittles Touch campaign at TBWA/Chiat/Day New York with inputs from Gerry Graf, Ian Reichenthal, and Scott Vitrone.

Tom Kuntz directed the film via MJZ.

Catchy Slogan

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Originally published at https://onlykutts.com on November 4, 2023.