A brand reading
Skittles.
Jester The non-sequitur as voice.
TBWA Chiat/Day’s Skittles work treats the brand as a license to make work that wouldn’t fit anywhere else: the singing rabbit, the touch-everything-becomes-Skittles man, the petting zoo. Brand-as-permission-slip for absurdity.
The five-layer reading.
- 01 Motivation
- Jester. The non-sequitur as voice.
- 02 Mind
- ENTP
- 03 Temperament
- Sanguine
- 04 Persuasion
- Pathos
- 05 Expression
- Expressed
Surreal, unbothered, stylistically loose. The brand’s argument is that it isn’t making one.
Famous spot
Touch the Rainbow, 2007