Description
SKITTLES is bringing its signature absurdity to SKITTLES Gummies with a new creative campaign designed to redefine what "soft" can mean in the category.
In a world where every gummy claims softness, SKITTLES pushes it further into the surreal, so soft it becomes an experience of its own.
The new campaign reimagines what "soft" can feel like, pushing it into exaggerated, dreamlike scenarios like relaxing inside the soft pouch of a man kangaroo or receiving a massage from the soft tentacle of a jellyfish.
Built for Gen Z and rolling out across Linear, CTV, OLV, and Social, the campaign turns softness into a distinctly SKITTLES universe: unexpected, immersive and pleasantly perplexing.
This professional campaign titled ' Skittles but they're soft.' was published in United States in May, 2026. It was created for the brand: Skittles, by ad agency: TBWA\Chiat\Day. This Film and Integrated media campaign is related to the Candy, Snacks industry and contains 3 media assets. It was submitted 14 minutes ago.
Credits
TBWA\Chiat\Day
Colin Selikow, Chief Creative Officer
Brian Culp, Group Creative Director
Katie Bero, Group Creative Director
Jeff Hodgson, Creative Director
Eli Ferrer, Creative Director
Jaime McGill, Head of Strategy
Cassandra Smith, Group Strategy Director
Critical Mass
Joey McGlumphy, Senior Account Director
Omnicom Production
Sarah English, Business Affairs Specialist
Katie Young, Executive Producer
Starcom
Miki Sessions, Director, Planning
Tanya Bevins, EVP, Account Management
Jessica Manis, EVP, Investment
Mars
Gabrielle Wesley, Chief Marketing Officer, Confectionary
Rankin Carroll, Chief Brand Officer
Ashley Gill, VP, Brands & Content Marketing North America
Traci Feller, Senior Manager, Brands & Content
Christina Garcia, Manager, Brands & Content
Ro Cheng, VP, Marketing
Rebecca Schied, Assoc Marketing Director
Janelle Adams¸ Senior Associate Brand Manager
Samantha Sramowicz, Senior Manager, Media
Epoch
Carl Sundemo, Director
Iva Golubovic, Producer
Adam Marsden, DP
Diana Abbatangelo, Production Designer
Sam Pecorano, 1st AD
Katry Sertic, Wardrobe Stylist
Raquel Atienza, HMU
Powerhouse Casting, Casting House
Andrew Hayes, Casting director
Suneeva, Production Company
Geoff Cornish, Executive Producer
Cutters
Tim LoDolce, Editor
Emily Tolan, Assistant Editor
Yianni Frangos, Producer
Heather Richardson, Executive Producer
Another Country
Peter Erazmus, Sound Designer/ Mixer
Brett Rossiter, Assistant Audio Engineer
Louise Rider, Executive Producer
Josh Hunnicutt, Producer
Tim Konn, Managing Director
KEVIN VFX
Sue Troyan, Sr. Executive Producer, Partner
Tim Davies, ECD, Partner
Mike Dalzell, Head of CG
Gareth Parr, VFX Supervisor
Isaac Irvin, CG Supervisor
Jami Schakel, Senior VFX Producer
Andy Zhao, VFX Coordinator
Steve Gibbons, 2D
Ben Smith, 2D
Dan Akers, 2D
Jeff Langlois, 2D
Glyn Tebbutt, 2D
Greg Van Zyl, 2D
Rob Winfield, 2D
Paul Downes, 2D
Elena Spina, CG
Minami Naotaka, CG
Nico Sugleris, CG
Rae Downey, CG
Will Moody, CG
Amy Wang, Design/Animation
