荒誕軟糖廣告
Skittles Gummies「不自然地軟」廣告全無使用 AI 或 CGI 拍攝
Skittles 向來以其色彩繽紛、糖衣包裹的爽脆口感聞名，但品牌透過推出 Skittles Gummies 軟糖，帶來全新體驗——一系列全新廣告更呈現出一種「令人不自在的柔軟感」。Skittles 的「Taste the Rainbow」，向來是史上最超現實、最荒誕不經的廣告宣傳活動之一，全新推出的《Mangaroo》、《Jellyfish Massage》及《Balloon Dog》等廣告，均未使用人工智能或電腦生成影像（CGI）拍攝。
TBWA 集團創意總監 Katie Bero 表示：「Z 世代並非我們的創意構思核心，他們是我們的目標受眾。很多時候人們會把 Z 世代當作創意的出發點。但 Skittles 本身就是品牌，Skittles 本身就是那個聲音。我認為，關鍵在於找到能真正打動他們的合適故事，並以能觸及他們的方式呈現，而不是過度執著於『哦，我們必須確保這感覺是特意為 Z 世代打造的』這種想法。」
英文原文
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.’"
- 來源
- Trend Hunter
- 發布
- 2026-05-26
- 品類
- Bizarre
- 出處
- marketingdive, youtube