In an unprecedented move that challenges conventional advertising wisdom and redefines brand-consumer interaction, SKITTLES® has unveiled a revolutionary campaign that brings the commercial directly to the consumer—quite literally, to their front door. The beloved candy brand, known for its bold and often perplexing marketing stunts, is preparing to execute a first-of-its-kind live advertisement performed in person at the doorstep of one fortunate fan, with acclaimed actor Elijah Wood starring in the production.
Scheduled for Sunday, February 8, 2026, this bold initiative fundamentally reimagines the traditional Super Bowl advertising playbook that has remained largely unchanged for decades. Instead of investing millions of dollars in a fleeting 30-second television spot that audiences can skip, mute, or simply ignore while they refill their snack bowls, SKITTLES is crafting an immersive, unskippable, and deeply personal experience that promises to become one of the most talked-about brand moments of the year, if not longer.
The creative concept revolves around SKITTLES' new partnership with Gopuff, the instant delivery platform that has transformed how consumers access snacks and essentials. With SKITTLES now available for home delivery through this service, the brand has developed a whimsical narrative where a magical horn can summon a mysterious creature—brought to life by the talented Wood—to deliver candy on command. While magical horns remain firmly in the realm of fantasy and folklore, SKITTLES is making the core promise real: delivering not just the product, but the entire commercial production directly to a fan's home, complete with Hollywood star power.
This live performance marks a dramatic departure from traditional advertising approaches and represents a gamble on experiential marketing's power. At a time when consumer ad avoidance has reached unprecedented levels and streaming services have made skipping commercials effortless, SKITTLES is wagering on the elements of surprise, exclusivity, and genuine human connection. The selected winner will witness a full commercial performance unfold at their front door, creating an irreplaceable memory that cannot be replicated through digital means alone and will likely be recounted for years to come.
Gabrielle Wesley, Chief Marketing Officer of Mars Snacking North America, highlighted the brand's dedication to creating unexpected fan experiences that defy explanation. "SKITTLES has always delivered deliciously perplexing experiences to fans, but this year we are bringing the unexpected to fans on game day," Wesley explained in the official announcement. "Snack selection is nearly as important as the Big Game – so we're excited to give fans a chance to summon SKITTLES, a live commercial, and yes, Elijah Wood too." This statement underscores the brand's understanding that modern consumers value experiences over passive consumption.
The campaign taps directly into the cultural phenomenon of game day snacking, a ritual nearly as sacred as the sporting event itself. For millions of Americans, choosing the right combination of salty, sweet, and savory treats is an essential preparation that accompanies the Big Game viewing experience. SKITTLES is cleverly positioning itself as the premier game day treat—one so extraordinary that it warrants a personal appearance from a major Hollywood star rather than just a spot in the pantry.
Entering for a chance to win this singular experience is simple but time-sensitive, requiring digital engagement. Fans must visit DeliverTheRainbow.com to access entry instructions and submit their participation in the contest. While pre-ordering the specially curated SKITTLES Big Game Bundle through Gopuff is encouraged as a way to enhance the game day experience, it is not a required condition for entry. This structure cleverly drives engagement with both the brand and its delivery partner while building anticipation for the innovative campaign and creating multiple touchpoints with consumers.
The contest maintains accessibility by requiring no purchase for entry, a common practice in sweepstakes to ensure legal compliance and broad participation. It is open to legal U.S. residents who are 18 years or older and reside in a qualifying single-family home with an appropriate front yard that can accommodate a performance. Submissions will be evaluated based on criteria detailed in the official rules available on the campaign website, though the brand has not specified what makes an ideal winner beyond the eligibility requirements. The entry period concludes on January 21, 2025, at 11:59 PM EST, providing a narrow window for fans to register their interest and throw their hats in the ring.
The timeline presents an apparent discrepancy—the contest ends in January 2025 for a February 2026 event—which likely represents a typographical error intended to read January 2026. Nevertheless, the message is clear: prospective participants must act swiftly to seize this opportunity before it disappears like a handful of candy.
The campaign accommodates various viewing contexts, whether the winner hosts a large gathering with dozens of friends, watches with a small intimate group, or enjoys the game solo in their living room. SKITTLES pledges to deliver not only snacks but potentially the most memorable Big Game experience of the year, one that will be captured on smartphones and shared across social platforms regardless of the audience size.
The initiative exemplifies the broader marketing shift toward experiential and personalized brand engagement that has accelerated in recent years. As traditional advertising channels lose effectiveness and consumers install ad blockers or pay for ad-free experiences, brands must discover inventive methods to capture attention and forge genuine connections. SKITTLES' strategy is notably audacious, channeling considerable resources—including presumably significant talent fees for Wood and production expenses that could rival a television shoot—into reaching one individual directly while generating extensive media coverage and social discourse that amplifies the message to millions organically.
Elijah Wood's involvement injects considerable star power and artistic credibility into the campaign. Renowned for his leading roles in blockbuster franchises and his distinctive work in independent film and television, Wood brings both mainstream recognition and indie appeal to the project. His participation implies a performance that will be simultaneously entertaining, slightly surreal, and memorable—perfectly aligning with SKITTLES' brand identity of playful unpredictability and delightful surprise that has defined its marketing for years.
Strategically, the campaign accomplishes several goals simultaneously through this single bold stroke. It promotes SKITTLES' availability on Gopuff to a national audience, strengthens the brand's reputation for innovation and weirdness, creates exclusive content for social media distribution that will be shared organically, and secures traditional press coverage—all while delivering a magical moment to a devoted fan who will become a brand ambassador for life.
The Gopuff partnership is particularly noteworthy as it addresses contemporary consumer expectations for immediate gratification and convenience. Instant delivery services have revolutionized snack and essential goods purchasing, especially during major events like the Super Bowl when running to the store means missing crucial plays. SKITTLES is intelligently aligning with this shift in consumer behavior. The Big Game Bundle offered on the platform presumably includes an assortment of SKITTLES varieties ideal for sharing during watch parties, simplifying the process for fans to include the candy in their game day traditions without last-minute store runs.
Success metrics for this campaign will extend far beyond direct sales to encompass brand sentiment, social media engagement, earned media impressions, and long-term brand loyalty. By developing something genuinely unique rather than simply buying airtime, SKITTLES is sparking conversation and establishing itself as a progressive brand willing to embrace risk and subvert expectations. This approach can generate returns that surpass those of conventional television commercials, especially given the soaring costs of Super Bowl ad placements that now exceed $7 million for 30 seconds.
Fans can follow campaign developments through SKITTLES' active social media presence on X, Instagram, Facebook, and TikTok. These platforms will presumably feature behind-the-scenes footage of Wood's preparation, contest updates, hints about the performance content, and eventually, coverage of the live commercial delivery itself, creating a content ecosystem around the single event.
This campaign operates within Mars, Incorporated's broader portfolio strategy and marketing philosophy. As a family-owned business generating over $65 billion annually, Mars manages some of the world's most recognizable brands including M&M'S®, SNICKERS®, Pringles®, and Cheez-It®. The company's snacking division persists in pioneering new consumer outreach methods, balancing established brand equity with contemporary marketing innovations that cut through cluttered media landscapes.
Mars' corporate philosophy maintains that "the world we want tomorrow starts with how we do business today," indicating that groundbreaking campaigns like this live commercial represent part of a larger commitment to challenging conventions and rethinking consumer relationships. The company's diverse holdings span pet care, veterinary services, and food products, yet its snacking brands stay culturally relevant through daring marketing initiatives that prioritize creativity over convention.
Ultimately, SKITTLES is establishing a new benchmark for game day advertising possibilities and experiential marketing as a whole. By merging celebrity talent, delivery convenience, and immersive experiential marketing, the brand is developing a multifaceted campaign that serves both an individual winner and the wider audience who will experience it indirectly through digital sharing and media coverage. As advertising and entertainment increasingly converge and consumers demand more from brands than just products, SKITTLES' live commercial delivery may serve as a blueprint for how brands can penetrate the noise and create truly unforgettable moments in today's crowded media environment. The campaign proves that sometimes the best way to reach millions is to start by delighting just one person in the most spectacular way possible.