🏈 Why this company spent millions on a Super Bowl ad no one could watch

In an era where Super Bowl ads are bigger, flashier, and more expensive than ever, Skittles made a radical choice—spending millions on an ad that only one person in the world would ever see.

Here’s what in store for today’s issue:

• How Skittles hijacked Super Bowl ad buzz without a single second of airtime

• The psychology behind exclusivity—and how Skittles used it to attract billions of eyeballs

• The surprising lesson advertisers can learn about supply and demand

• Why Super Bowl commercials are more about storytelling than just big budgets.

• The lesson other brands can learn from Skittles' one-person Super Bowl ad gamble.

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Why Skittles Gambled on a Super Bowl Ad No One Could Watch

In 2018, the competition for Super Bowl advertising was fiercer than ever. With brands shelling out over $5 million for a 30-second spot, standing out among celebrity cameos, talking animals, and emotionally charged montages wasn’t easy.

Skittles, known for its offbeat and quirky campaigns, had a choice: play it safe with another zany commercial or take a gamble that would defy expectations entirely. What they did next was something no one had ever seen—literally.

Instead of airing their ad for the millions of Super Bowl viewers, Skittles decided it would be for just one person.

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The Strategy Behind the Madness

This wasn’t a random stunt or some overly quirky decision for quirk’s sake. Skittles had a calculated goal: disrupt the traditional advertising playbook and generate buzz without even airing the ad.

Their plan revolved around one big idea: exclusivity. They handpicked one lucky fan, a teenager named Marcos Menendez, as the ad’s sole audience. Skittles teased the campaign with cryptic social media posts and a press release explaining that this exclusive ad would never be seen by the general public.

Why would anyone care about an ad they couldn’t watch? That’s where the brilliance of their strategy lies. The secrecy became the story. Curiosity became the hook. People couldn’t help but talk about the absurdity of it all.

Skittles also created “behind-the-scenes” footage showing the filming of the ad, interviews with cast members, and even Marcos himself preparing to watch it. The footage became part of the campaign, strategically released to stoke curiosity and amplify the exclusivity. Media outlets jumped on the story. Social media buzzed with speculation. Without airing a single second of the ad, Skittles had created its own spectacle.

But it wasn’t a guaranteed win. If the campaign failed to capture attention, it could’ve been dismissed as a pretentious gimmick. Worse, the brand might have been criticized for wasting their Super Bowl ad slot. With no backup plan, the stakes were high.

Skittles rejected traditional options like a humorous celebrity ad or a visual effects extravaganza, understanding those approaches would’ve drowned in the noise of the Super Bowl’s crowded landscape. Instead, they made their audience feel left out. It was risky, but they bet on exclusivity creating buzz—and it worked.

Here’s the insight: Skittles leaned into scarcity and storytelling to break through the noise. In an era of oversaturation, sometimes not being everywhere is the very thing that makes you unforgettable.

When No One Watching Was the Best Outcome

On Super Bowl Sunday, while millions tuned into their TVs, Skittles released clips showing Marcos’s exclusive viewing experience. The campaign quickly became a trending topic on Twitter and a talking point in media coverage. People shared memes, jokes, and their own theories about what the ad could possibly be.

It was an unconventional approach, but it paid off. The campaign generated massive PR coverage, with outlets like The New York Times and AdWeek praising the stunt as one of the most innovative Super Bowl “ads” of the year. By sidestepping the noise, Skittles had not only saved on production costs but also cemented their reputation as a fearless, creative brand willing to take risks.

Today, the One-Person Super Bowl Ad is still remembered as one of the most unique marketing stunts in Super Bowl history. It’s a case study in how to turn a bold idea into a viral moment—and a reminder that in marketing, the story around your product can be as powerful as the product itself.

Would it have been safer to just make a traditional ad? Sure. But as Skittles proved, sometimes breaking the rules is what earns you a seat at the table. Or in this case, makes you unforgettable.

🍫 Snackable Stats

$5 million – The cost of a 30-second Super Bowl ad in 2018, which Skittles opted out of in favor of their unconventional marketing stunt.

1.25 Billion – The estimated reach of the Skittles campaign across social media, press, and online discussions

30,000 – Viewers of Marcos’ reaction video

40 – The number of Marketing Awards Skittles won for this ad 

1 – The number of people in the world who actually got to watch Skittles’ exclusive Super Bowl ad.

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