Skittles’ 2017 Super Bowl Ad Is All About Young Love, Burglary and Saying ‘Katie’ a Lot

Adam&eve DDB romances the rainbow

Headshot of David Griner

At last year's Super Bowl, Skittles showed up to the party with Steven Tyler and one of the oddest ads of the game. This year, the candy brand is keeping it weird—thankfully without any high-pitched antics.

The 30-second Skittles spot for Super Bowl LI hit YouTube this morning. Created by famed London agency adam&eve DDB (best known for holiday work for U.K. brands like John Lewis and Harvey Nichols), the spot tells a simple and quirky story of young love.

We see a boy throwing Skittles at his girlfriend's window, obviously hoping to get her attention. But this is Skittles we're talking about, so it doesn't take long for things to take a turn for the odd:

Skittles will also be part of an in-store promotion called The Candy Bowl alongside fellow Wrigley brand Snickers (which will also be returning to the Super Bowl, with an ad from agency BBDO). 

The Skittles spot marks the brand's third consecutive year as a Super Bowl advertiser, though this will be the first time the creative assignment has switched from DDB Chicago to sister office adam&eveDDB.

In case you've blocked it out of your memory, here's Skittles' 2016 Super Bowl ad, which generated more than 24 million views on YouTube but was still named by Adweek as one of the worst of the Big Game:

For a comprehensive list of this year's Big Game advertisers, be sure to check out Adweek's Super Bowl Ad Tracker.

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."