skills/creative-director/references/legendary-campaigns/cards/skittles-pineapple-2010.md

---
id: skittles-pineapple-2010
title: "Pineapple"
brand: Skittles
agency: TBWA\Chiat\Day
year: 2010
country: US
region: north_america
industry: cpg
pattern: [P11]
category: film
idea_type: execution
involvement: passive_view
channel: digital
duration: campaign
goal: [awareness, engagement]
budget: medium
emotion: [surprised, ironic_sincerity]
emotion_tier: 3
insight_domain: joy
media_epoch: tv_first
awards: [unknown]
quality_score: 6
scalability: universal
risk: edgy
confidence: medium
quality: stub_minimal
source_url: https://www.youtube.com/watch?v=Mw7AZK5tzF0
---

# Pineapple (Skittles · 2010)

## Insight
TODO: Verify exact year. Part of Skittles' ongoing "Touch the Rainbow" absurdist campaign era — a series of non-sequitur spots where absurd premises are committed to with total sincerity.

## Mechanic
A Skittles spot involving a pineapple in an absurdist scenario — likely following the brand's established pattern of taking a single surreal premise to its illogical extreme without explanation or irony.

## Why it worked
Skittles' campaign era created a consistent creative language: complete commitment to a single absurd premise, no winking at the camera, no explanation. The pineapple serves as the irrational object around which the brand's candy-colored surrealism operates.

## Steal
Absurdism works when the internal logic is consistent. Pick one absurd element and follow it faithfully — the comedy comes from the gap between ridiculous premise and straight-faced execution.

## Related
- Pattern: [[../MOC-pattern.md#p11]]
- Sibling: [[metro-trains-dumb-ways-to-die-2012.md|Dumb Ways to Die]]
- Sibling: [[old-spice-man-your-man-could-smell-like-2010.md|The Man Your Man Could Smell Like]]
- Emotion match: [[absolut-absolut-campaign-1981.md|Absolut _____]]

---

*Author: Serge Shima ([t.me/aimastersme](https://t.me/aimastersme) · [sergeshima.com](https://sergeshima.com) · [aimasters.me](https://aimasters.me)) · License: CC BY 4.0 — attribution required · Source: [smixs/creative-director-skill](https://github.com/smixs/creative-director-skill)*