Teaming with creative agency partner OMC, consisting of DDB Chicago and Critical Mass, Skittles rolled out a campaign to playfully spotlight what is often dubbed “Gen Z’s commitment paralysis” by asking them to commit to their love for the brand in the most extreme ways possible.
Case in point is this spot titled “Youth,” directed by Andreas Nilsson of Biscuit Filmworks. The film introduces us to a grandson who willingly gives up his youth to his grandma in exchange for her delicious fruity Skittles. It’s a unique and twisted take on commitment that perfectly embodies the Skittles brand.
Colin Selikow, chief creative officer, DDB Chicago, said, “We’re thrilled to create another iteration of our ‘Verb the Rainbow. Taste the Rainbow’ platform, bringing a new way to connect with Gen Z in the absurd fashion Skittles is famous for. Our latest film “Youth” brings a classic Skittles vibe to a new generation of fans, giving them the most nonsensical way to commit to the brand.”
Credits
Client Mars Wrigley, Skittles Agency OMC (DDB Chicago and Critical Mass) Jaime McGill, head of strategy; Kathryn Swiston, group strategy director; Colin Selikow, chief creative officer; Andrew Lavery, VP, executive creative director; Brian Culp, Katie Bero, group creative directors; Jeff Hodgson, Eli Ferrer, creative directors; Annie Larimer, head of production; Katie Shutt, sr. producer. Production Company Biscuit Filmworks Andreas Nilsson, director; Shawn Lacy, founding partner; Holly Vega, exec producer; Jeff McDougall, producer; Sean Moody, head of production; Peter Deming, DP; Francois Jordaan, production designer. Editorial Cut+Run Ben Campbell, editor; Conor O’Sullivan, Lawrence Lakshmanan, assistant editors; Amburr Farls, managing partner/exec producer; Brady Fiero, head of production; Brian Mulvey, Ellie Ware, producers. Postproduction/VFX BaconX Jonas Drehn, VFX supervisor/on-set supervisor; Lorene Lescanne, exec producer; Rike Gjerlov Hansen, head of production; Morten Stahlhut, VFX producer; Hannibal Lang, colorist; Oliver Buus, lead compositor; Mikkel Hansen, Warwick Campbell, Dan Dirckinck-Holmfeld, Kai Hauswirth, compositors; Thomas Haas-Christensen, CG lead; Andriy Bilichenko, Victor Skarbye, Niels Träff, Rickard Didriksson, Marie Alsing, CG artists; Soren Knudsen, Oliver Wozny, conform; QL Beans, matchmove. Finishing Significant Others Justin Brukman, managing director; Alyssa St. Vincent, exec producer; Alexandra Leal, head of production; Dirk Greene, executive creative director; Phil Brooks, head of design; Nico Johnson, jr. VFX artist; Kogan Li, VFX assist; Caroline Goujard, sr. VFX producer; Kyla Amols, VFX producer; Hoa Vu, associate producer. Audio Omnicom Studios Justin Mayer, mixer/sound designer; Tom Syoen, studio producer.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
