This year’s Super Bowl was filled with milestones both for the NFL and for DDB. The big game on Sunday not only marked 50 years for the Super Bowl, but it also debuted DDB Chicago’s first work for Jeep and showcased the first time Skittles has ever featured a celebrity in their television advertising.
“The work from our Chicago clients’ was exciting to create. I love the diversity in emotions we are able to achieve and to see all of America celebrate those is why we love coming to work every day. I congratulate our teams and our clients on a perfect Super Bowl 50” said Paul Gunning, CEO DDB Chicago.
In a custom music track that captures the free spirit and sense of adventure that personifies the Jeep brand and the people around the world who embrace its tenets, the :60-second “4x4ever” spot created by DDB Chicago celebrates the formidable story of capability that has transcended time and designs, and reimagines the idea of 4×4 to mean living a life that is without boundaries. It’s more than an acknowledgment of the past, a celebration of the present, it’s a global anthem that propels the brand and its community into the future. Set behind original lyrics and music score created specifically for the spot, and vocalized by Sony Music artist Morgan Dorr, the “4x4ever” lyrics convey the attitude that embodies the vehicles’ off-road soul and on-road performance all while fueling the dreams and aspirations of all adventurers around the globe. “4x4ever” is the cornerstone of the brand, providing a glimpse into the breadth of what it means to live 4×4 today, tomorrow, and never say “never.”
The :60-second video “4x4ever” video can be viewed/embedded here.
As for the Skittles spot, DDB Chicago’s CCO John Maxham said: “Deciding which celebrity to use was extremely important for Skittles. It couldn’t just be any famous person, rather it needed to be someone as uniquely offbeat as the Skittles brand itself.
“We selected Steven Tyler because he has a style and personality like no other. His unforgettable face, voice and sense of humor fit the Skittles brand perfectly. We also loved the idea of bringing his music into the spot– especially during an event like the Super Bowl, which is known for epic music performances.
“In the spot, Steven sizes up a portrait of himself made entirely out of Skittles. It’s no ordinary portrait however, this picture can sing. The meeting between the singer and self portrait does not go exactly as planned, but nothing ever goes according to plan in a Skittles commercial.”
You can watch the Skittles spot featuring Steven Tyler here.