Skittles Redefines Game Day Advertising with 'Live Commercial' Delivery Starring Elijah Wood

Mars Snacking North America has announced a disruptive marketing activation for the 2026 Big Game, partnering with actor Elijah Wood and delivery platform Gopuff to launch a "never-before-tried" advertising concept.

Moving away from the traditional broadcast slot, Skittles is redefining the medium by delivering its ad physically to a consumer's home. On Sunday, 8 February 2026, one contest winner will receive a live performance of a Skittles commercial right at their front door, starring Elijah Wood.

Campaign Mechanics: The 'Unskippable' Ad

The campaign is positioned as an antidote to the modern viewing experience, offering an ad that "cannot be paused, skipped, muted, or explained to neighbours."

The creative concept revolves around a "magical horn" capable of summoning a mysterious creature—played by Wood—who appears on demand to deliver candy. While the broader campaign will feature digital creative, the "Live Commercial" activation brings this fantasy into the real world for a single household.

Strategic Partnership with Gopuff

The stunt serves a dual purpose: generating viral buzz and promoting Skittles' home delivery capabilities via Gopuff. By linking the "live ad" to the delivery experience, the brand is reinforcing the ease of ordering snacks during the high-demand Game Day window.

Gabrielle Wesley, Chief Marketing Officer at Mars Snacking North America, commented on the experiential strategy:

"Skittles has always delivered deliciously perplexing experiences to fans, but this year we are bringing the unexpected to fans on game day. Snack selection is nearly as important as the Big Game – so we're excited to give fans a chance to summon SKITTLES, a live commercial, and yes, Elijah Wood too."

Consumer Activation

To enter for a chance to "summon the rainbow," fans are directed to a dedicated microsite, DeliverTheRainbow.com.

In addition to the main stunt, the brand is driving immediate sales through a "SKITTLES Big Game Bundle" available for pre-order on Gopuff, ensuring the campaign converts awareness into transaction volume during the football season.