With Halloween right around the corner, it’s normal for brands to roll out season ads. And if you’re candy company, then now is your time to shine. Mars, Inc. has taken things to an all-new level with a new, scary Skittles commercial. Instead of a typical ad, it’s a short, creepy horror film. Watch it below:
In the marketing world, this is what we call “content marketing” — using storytelling to inform or entertain, rather than simply interrupting with a traditional ad. It’s certainly generating buzz: The short originally aired during the Yankees-Indians playoff game on Fox Sports 1. Viewers were not prepared:
me after seeing that Skittles elevator commercial pic.twitter.com/qOJPx0BUir
— The Kid (@brandonjm94) October 12, 2017
That Skittles commercial was better than 90% of the horror movies on Netflix.
— Matt Thompson (@MattyT_6) October 12, 2017
Legit just got spooked by a Skittles commercial
— Kevin J. Ryan (@wheresKR) October 12, 2017
We interrupt baseball for a terrifying Skittles commercial.
— Josh Desotell🏁 (@DesotellRacing) October 12, 2017
Dude that commercial was creepy as hell. If Skittles weren’t absolutely delicious I’d never buy them ever again.
— RunTheBases (@RunTheBasesMLB) October 12, 2017
The short film, titled “Floor 9.5,” was created by Toby Meakins and Simon Allen. It’s part of a series called “Bite Size Horror.” Adweek recently interviewed Meakins and Allen about the filmmaking process, along with creators of the other films that have been released so far. They were all hired by Fox and Mars to create two-minute, unbranded horror shorts, and each short is an ad for a different Mars candy. So far, they’ve covered Skittles, M&Ms, Snickers and Starburst.
As Halloween gets closer, keep your eyes peeled for more scary candy commercials from Mars, Inc.
Image source: of Mars, Inc.