Skittles seeking to tease the Super Bowl fans by promoting an ad that, it is claimed, will be watched by one person only. Telling other people that the things you cannot see are more interesting than those you can is, however, a hard sell, and for the skeptical Skittles-scoffing guy on the sofa talking back to the screen, one that is also hard to fathom – but, hey, as long as it works!

Juan Pena & Richard Casal: “A Super Bowl spot that only one man will see. That’s already a headline. And then they went further, creating online content in the shape of misleads or ‘possibilities’ of what the ad could look like. Using curiosity as a key to engage with people and make them interested, alongside the iconic quirky and bizarre humor from the brand, resulted in an explosive combination.”