In the chaos of watching last night’s real Super Bowl commercials on NBC, it was tough to break away for Skittles’ Super Bowl ambush—the Facebook Live stunt it orchestrated during the game in which a single person got to watch its “Super Bowl” ad, with the Facebook audience simply watching the kid watch it.
So here’s a recap of how that went down.
It turned out to be an 18-minute broadcast. And while, as promised, we didn’t get to see the actual ad—we only saw Marcos Menendez watching it—we did get some clues about the plot, as Menendez was allowed to describe it afterward.
See the full Facebook Live video here:
Menendez said the ad, created by DDB, featured David Schwimmer with glowing eyes, as seen in one of the teasers. The plot involved Schwimmer wandering around and shooting people with some kind of laser from his mouth. Anyone who was hit by the laser turned into Skittles.
They personalized it in a fun way for Menendez, though. They shot a portion of the ad at Menendez’s own house, and his mother even appeared in it. She showed up in a scene on a bus, where she was, in Menendez’s words, “mad dogging” Schwimmer, who was seated in the back of the bus. He quickly shot her with a laser, and she turned into Skittles.
Here’s the earlier teaser:
The Facebook Live started off a little slow, with an interviewer welcoming Menendez to a warehouse where Skittles had built a viewing room for him. After some chitchat about the stunt (Menendez said he believed he was selected because he’s “weird looking enough to be part of the Skittles advertising”) and about Schwimmer (“I’m quite fond of his acting,” Menendez revealed), the boy was whisked off to the room for the viewing.
With only about 43,000 views on the video, it’s hard to see the stunt, from DDB, as an unqualified success—particularly as Skittles described the ad as a “multi-million-dollar” production. But it certainly got a lot of press, and was a fun hack in the vein of Newcastle Brown Ale’s “If We Made It” from a few years back.
In the end, Menendez gushed about the quality of the spot, deeming it to be “one of the best commercials I’ve ever seen in my entire life.” And while some people had urged him to record the ad on his phone, and then sell it, he said would never have done that.
“It was the most exclusive ad for a reason,” he said. “I plan to keep it that way.”