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 would not fit anywhere else: the singing rabbit, the touch-everything-becomes-Skittles man, the petting zoo. Brand as a permission slip for absurdity.
The reading.
Jester with an Outlaw counterweight, expressed.
- Character
- Jester
- Drive
- Delight, gaiety, fun, assurance, togetherness.
- Fear
- Boredom, gloom, sadness, loneliness, bleakness.
- Strategy
- Help people have a good time, and be more impulsive and spontaneous.
- Counterweight
- Outlaw
- Opportunity
- Candy ads were literal. The non-sequitur lane was wide open.
- Diagnostic
- Expressed
The Jester as non-sequitur. Skittles treats the brand as a license for work that would not fit anywhere else, and argues by not arguing. The Outlaw counterweight is the refusal of advertising’s usual manners.
Famous spot
Touch the Rainbow, 2007