Skittles has announced an innovative twist on its advertising strategy for Super Bowl LX. Instead of airing a traditional television commercial, the candy brand will bring the live experience directly to the home of one fortunate fan on February 8, 2026. This unique campaign features actor Elijah Wood, who will perform the Skittles commercial in person, creating an unforgettable experience for the winner.
The initiative marks a first in Super Bowl advertising. Fans can enter for a chance to win this exclusive live performance by visiting DeliverTheRainbow.com until January 21. The winner will enjoy a full production setup, complete with a production crew, staging, branded decor, and set elements, all tailored for the event. Additionally, the live performance will be streamed on Skittles’ social media platforms during the Super Bowl broadcast.
To qualify, entrants must be U.S. homeowners aged 18 or older. The entry process involves completing a submission form that includes their name, email, and address. They must also answer a prompt detailing why they should be chosen, with responses limited to 50 to 250 words and created without AI assistance. Participants are required to have an active Gopuff account and must provide proof of home ownership, alongside passing a background check and allowing site inspections before the event.
The selection will focus on creativity, brand spirit, and storytelling. Each entry will be scored on a 100-point scale, ensuring that the most compelling submissions rise to the top. Notifications for the potential winner are expected around January 21.
This campaign is part of Skittles’ collaboration with Gopuff and imagines a whimsical scenario where Wood’s character can be summoned by a magical horn to deliver candy. As stated by Gabrielle Wesley, Chief Marketing Officer of Mars Snacking North America, “SKITTLES has always delivered deliciously perplexing experiences to fans, but this year we are bringing the unexpected to fans on game day.” Wesley emphasized the importance of snack selection during the Big Game, expressing excitement about providing fans with a chance to summon not just Skittles, but also a live commercial and Elijah Wood himself.
The initiative reflects a growing trend among brands to create more personalized and engaging experiences for consumers, particularly during major events like the Super Bowl. As companies seek to stand out in a crowded advertising landscape, Skittles is taking a bold step forward, promising an experience that blends entertainment with direct consumer interaction.
