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Exclusive the Rainbow

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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 6 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 4 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 we went to create a Super Bowl ad… for an audience of one.

Advertiser: Mars Wrigley Confectionery

Brand: Skittles

Media Agency

Media Agency: Starcom


Social Media Agency: Fanscape

PR Agency: Olson Engage

Media Agency: Mediacom

Talent Partner: The Marketing Arm

Editorial Company: Work Editorial

Creative Agency

Global Business Lead: Richard Guest

Global Segment Lead: Eli Velez

Global Brand Lead: Josh Lenze

Global Account Director: Erin Leahy

Account Executive: Katie Goold

Creative Agency: DDB Chicago

Chief Creative Officer: John Maxham

Executive Creative Director: Colin Selikow

Producer: Tim Allan

Strategist: Jonathan Palmer

North American Chief Creative Officer: Ari Weiss

Chief Production Officer: Di Jackson

SVP Executive Producer: Matt Blitz

Senior Producer: Jason Georgen

Production Manager: Scott Terry

Director of Digital: Azher Ahmed

VP, Digital Director: Jim Higgins

Digital Director: Nico Nieto

Group Strategy Director: Josh Drueck

Community manager: Leandro Martinez

Post Production / VFX

Post Production Company: The Mill

VFX Supervisor: Jade Kim

Senior Producer: Nirad 'Bugs' Russell

Production Company

Production Company: MJZ

Director: Steve Ayson

Executive Producer: Emma Wilcockson

Producer: Laurie Boccaccio

DOP: Jody Lee Lipes

President: David Zander

Production Designer: Inbal Weinberg

2nd Unit Director: Jane Shearer

DDB North America, 3 years ago