TV still
Touch
Skittles · 2008
- Agency
- TBWA\Chiat\Day
- Campaign
- Touch the Rainbow
Analysis
An office worker reaches toward another person's hand in Skittles' Touch commercial. The campaign gives the candy's transformation idea an unexpected emotional cost.
Absurd premiseProduct transformation
Why it worked
The ordinary workplace makes the strange ability easy to follow. The character's serious expression prevents the premise from becoming a simple product trick.
Lesson
Explore a surprising consequence of the product metaphor you introduce.