As the narrator for the new 'Skittles Touch' ad campaign instructs, "touch the rainbow, seriously, put your finger on the screen," the new commercial encourages viewers to break the fourth wall and interact with the comical commercial.
Several variations of the commercials are currently circulating the Internet including ones with a baby werewolf, Sasquatch-dressed midgets and a cyclops Doctor to name a few. The company has a long history of infusing surreal imagery and humor into their advertisements and now with the Skittles Touch ads, users themselves are included within the comically absurd reality depicted in the commercial.
These clips will likely mark a turning point for consumer-interactive advertisement. As seen in the Old Spice and Dollar Shave Club ad campaigns, humor is an effective and light-hearted approach towards promoting a quality product that deserves recognition.
Comically Interactive Ads
The Skittles Touch Commercials Reward Viewer Participation
Trend Themes
1. Interactive Advertising - This trend of encouraging viewer participation in ads opens up opportunities for brands to create more engaging and immersive experiences for consumers.
2. Surreal Imagery in Advertising - Incorporating surreal imagery and humor in ads can create a unique and memorable brand identity, capturing the attention of consumers in a saturated advertising landscape.
3. Humorous Promotional Campaigns - Humor has proven to be a successful strategy for promoting products, as it creates a positive and enjoyable association with the brand.
Industry Implications
1. Advertising and Marketing - The advertising industry can leverage interactive ads to create more effective and memorable campaigns that capture consumer attention.
2. Food and Beverage - Food and beverage brands can adopt surreal and humorous advertising approaches to differentiate themselves in a competitive market and connect with consumers on a deeper level.
3. Consumer Goods - Consumer goods companies can utilize humorous promotional campaigns to showcase the unique features and benefits of their products, creating a positive brand image and driving sales.