Super Bowl is right around the corner, and with it comes the annual rush of brands unveiling campaigns designed for the most expensive and most watched advertising slot of the year. From celebrity-led storytelling to nostalgia-driven concepts, Super Bowl advertising has become a predictable, if still powerful, showcase. This year, however, Skittles is taking a noticeably different approach.
Instead of airing a traditional in-game commercial, the brand announced it will perform its Super Bowl ad live at the front door of one contest-winning consumer. The activation, revealed on January 13, is part of Skittles’ broader Super Bowl campaign and stars Elijah Wood. Wood appears as a fictional woodland creature, a three-legged, one-horned character who delivers Skittles after being summoned by a magical horn.
Rather than competing for airtime during the game, Skittles describes the execution as an ad experience that “cannot be paused, skipped or muted,” positioning the live performance as a direct response to increasing ad avoidance and fragmented viewing habits. The live Super Bowl performance is tied to Skittles’ partnership with Gopuff, reinforcing the idea that candy is now commonly ordered via delivery apps rather than purchased exclusively in-store.
A 15-second teaser introducing the concept is running across YouTube, connected TV and social platforms, while a longer 60-second version expands the narrative across owned and shared channels for Skittles, Gopuff and Wood.
While other confectionery brands, including Kinder Bueno and Nerds, are set to air traditional commercials during the game, Skittles’ decision signals a shift toward experiential and earned-media-driven Super Bowl activations.
The campaign follows a period of increased activity for parent company Mars, which recently completed its acquisition of Kellanova, adding brands such as Pringles and Pop-Tarts to its portfolio. By opting for a live, single-consumer execution supported by digital distribution, Skittles is reframing how a Super Bowl ad can function, prioritising cultural visibility and amplification over conventional broadcast reach.
