Editors' Choice: US teenager selected for the honour as DDB Chicago build the hype
We’ve had one-second Super Bowl ads (Miller High Life). We’ve had hypothetical Super Bowl ads (Newcastle Brown Ale). But now Skittles look like they’re going for the ultimate in meta Super Bowl ads. They’ve just released a new teaser claiming that their Super Bowl ad will be shown to just one person.
According to a press release from the brand, the lucky viewer is ‘real-life teenager’ Marcos Menendez, who hails from Canoga Park, USA.
And if you think it’s a joke, it looks like the brand is deadly serious. The release reads: “Yes, it’s a real multi-million-dollar Super Bowl ad that was really shot that features a celebrity. No, the highly exclusive ad will not be leaked to the public, and no, this is not a joke.“
But just because Marcos will be the only one to see the ad itself – he will be treated to a personal screening of it on Super Bowl Sunday (February 4th) – the brand will be releasing plenty of content around the build up. In coming weeks it will reveal the celebrity star of the ad too.
Now the speculation begins as to what the ultimate pay-off to this stunt will be. The teaser itself highlights some technicalities and criticisms – possibly to get ahead of the sceptics, possibly to give us a clue about what to expect. In the teaser – which sees a slobby TV viewer and a news anchor discuss the Super Bowl spot – one character questions how an ad shown to one person and not shown on TV can be considered a true Super Bowl Commercial. Our money’s on a Youtube or Gogglebox-style reaction video broadcast on TV, but at that’s just a guess.
The campaign from DDB Chicago looks set to build anticipation and intrigue. It also runs counter to the trend of recent years which has seen brands share their full Super Bowl ad online days and even weeks ahead of the big game.