Skittles has announced a one-of-a-kind Super Bowl activation that takes advertising beyond traditional broadcast and directly into a consumer’s living room-or front yard.
In a bold effort blending experiential marketing with big-game buzz, the candy brand will perform its Super Bowl ad live at the door of one lucky winner, rather than exclusively on TV.
A Live Ad Experience Like No Other
On January 13, Skittles revealed that this activation will be part of its 2026 Super Bowl campaign in partnership with delivery platform Gopuff. The advertisement stars actor Elijah Wood, known for his iconic role as Frodo in The Lord of the Rings, portraying an unusual three-legged, one-horned woodland creature in the campaign’s quirky narrative.
Read: Weekly Cybersecurity Recap: AI, Exploits & Threats
This unusual promotional effort is being described as an “ad experience that cannot be paused, skipped, or muted,” addressing a core challenge for marketers deciding whether to invest millions in traditional Super Bowl airtime.
How the Campaign Works
Skittles is inviting fans to enter a contest at DeliverTheRainbow.com for a chance to have the live commercial performed at their home on Super Bowl Sunday. The competition is now open and will run through January 21.
The campaign includes multiple creative elements:
-
A 15-second spot intended for YouTube, connected TV, and social platforms.
-
A 60-second version that expands on Wood’s character’s story, running across Skittles’, Gopuff’s, and Wood’s own channels.
Alongside the live performance, Skittles is selling a “Big Game Bundle” on Gopuff to amplify engagement and tie into its themed promotion.
Celebrity and Nostalgia in Super Bowl Ads
This latest stunt reflects a broader trend in which Super Bowl advertisers lean on nostalgia and celebrity appeal to cut through the noise of an increasingly crowded media landscape. Wood himself has shared enthusiasm for the brand’s unconventional humor and creative approach.
Skittles’ live-ad strategy illustrates how brands are experimenting with attention-grabbing activations that extend well beyond the traditional 30-second spot on game day.
