Cat (Skittles)

The "Cat" internet film for Skittles (Wrigley) was created by BBDO Canada Toronto. It opens with text telling viewers to "touch the rainbow" with an arrow pointing to a Skittle below. Then an announcer tells them to place their index fingers on the screen where the Skittle is. Suddenly, the scene changes and a cat is licking the screen where the viewer's finger would be. A man dressed as a cat appears and gets down on his hands and knees, pushing the cat out of the way. He begins to lick the screen in the same spot for several awkward seconds, until a the original scene appears with a bag of Skittles and the words "lick the rainbow, taste the rainbow" above and below. The spot is interactive and funny, but also a little weird. The man dressed as a cat looks so ridiculous it's hilarious but it definitely makes the viewer uncomfortable when he suddenly looks up and makes eye contact while still licking the screen (finger). I think the spot was so successful because it was interactive though. The audience becomes part of the action. There are also a few other Skittles ads in the same campaign which encourage the audience to interact, such as "Hitchhiker" or "Cage Cop." Overall, I believe this campaign deserves the Gold Lion it won!