Skittles Gummies' "Uncomfortably Soft" Ads Were Shot Without AI and CGI
Laura McQuarrie — May 27, 2026 — Unique
References: youtube & marketingdive
Skittles are known for colorful bursts of candy-coated crunch, but the brand introduced a fresh new experience with Skittles Gummies—and "an uncomfortably soft level" that comes through in a new series of ads. Skittles' Taste the Rainbow is one of the most surreal, absurd advertising campaigns ever, and new spots like Mangaroo, Jellyfish Massage, and Balloon Dog were shot without AI or CGI.
“Gen Z is not the idea: They’re the target. A lot of times people are starting with Gen Z as the idea. Skittles is the brand and Skittles is the voice,” said Katie Bero, group creative director at TBWA. “I think it’s just finding the right stories to tell that hit for them and then delivering it in ways that will reach them, versus trying to over index on, ‘Oh, we have to make sure it feels like this is for Gen Z.’"
“Gen Z is not the idea: They’re the target. A lot of times people are starting with Gen Z as the idea. Skittles is the brand and Skittles is the voice,” said Katie Bero, group creative director at TBWA. “I think it’s just finding the right stories to tell that hit for them and then delivering it in ways that will reach them, versus trying to over index on, ‘Oh, we have to make sure it feels like this is for Gen Z.’"
Trend Themes
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Absurdist Brand Storytelling — Blending surreal, tactile visuals with humor creates new formats for immersive, experiential marketing that blur physical and mediated product experiences.
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Physical-first Visual Effects — Producing practical, non-CGI effects at scale signals demand for production techniques and equipment that make low‑tech realism cost-effective for mass campaigns.
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Gen Z-authentic Targeting — Prioritizing brand voice over demographic tropes leads to novel audience engagement models that leverage cultural fluency instead of platform mimicry.
Industry Implications
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Advertising and Creative Agencies — Agencies capable of orchestrating large-scale practical shoots and surreal concepts can redefine client offerings through hybrid production services combining set design, props, and experiential rollout.
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Film and Production Equipment — Manufacturers of affordable practical-effect tools and specialty props can enable a new market for low‑budget, high-impact advertising visuals.
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Snack and Confectionery — Brands experimenting with texture-forward product lines and narrative-driven campaigns can open differentiated product positioning beyond flavor innovation.
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