# Absurd Gummy Ads Skittles Gummies' "Uncomfortably Soft" Ads Were Shot Without AI and CGI By Laura McQuarrie | Published 2026-05-27 | Unique Source: Trend Hunter, https://www.trendhunter.com/trends/skittles-gummies-ads References: [marketingdive](https://www.marketingdive.com/news/campaign-trail-skittles-stays-surreal-for-uncomfortably-soft-gummies/820683/) & [youtube](https://www.youtube.com/watch?v=esPubGUpfYI)  Skittles are known for colorful bursts of candy-coated crunch, but the brand introduced a fresh new experience with [Skittles Gummies—and](https://www.trendhunter.com/trends/legally-acknowledge-the-crunch) "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](https://www.trendhunter.com/trends/cgi-tropical-world). “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 Insights (Trend Hunter) - Score: 7.8/10 - Popularity: 80% | Activity: 75% | Freshness: 78% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Unique](https://www.trendhunter.com/unique) > [Bizarre](https://www.trendhunter.com/bizarre) ## Related on Trend Hunter - [Zesty Summertime Candy Products](https://www.trendhunter.com/trends/skittles-citrus.md) - [Dual-Flavor Candy Products](https://www.trendhunter.com/trends/skittles-flavour-flip.md) - [Freeze-Dried Halloween Candies](https://www.trendhunter.com/trends/skittles-popd-creepy-crunch.md) - [Spicy Fruit Candies](https://www.trendhunter.com/trends/gummies-fuego.md) - [Major Fan-Centric Candy Campaigns](https://www.trendhunter.com/trends/skittles-obsessed.md) - [Collaborative Bubble Gum Products](https://www.trendhunter.com/trends/hubba-bubba-x-skittles.md) - [Giftable Candy Arrangements](https://www.trendhunter.com/trends/candy-arrangements.md) - [Prideful Toronto Pop-Ups](https://www.trendhunter.com/trends/ink-the-rainbow.md) - [Spicy-Sweet Gummies](https://www.trendhunter.com/trends/skittles-gummies-fuego.md)