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

---
id: skittles-rabbit-2010
title: "Rabbit"
brand: Skittles
year: 2010
country: US
region: north_america
industry: cpg
pattern: [P11]
category: film
idea_type: execution
involvement: passive_view
channel: hybrid
duration: campaign
goal: [awareness, engagement]
budget: medium
emotion: [ironic_sincerity]
emotion_tier: 3
insight_domain: joy
media_epoch: viral_first
awards: [unknown]
quality_score: 6
scalability: universal
risk: edgy
confidence: low
verification_required: true
quality: stub_minimal
source_url: https://www.youtube.com/watch?v=7HEF49nMsM8
---

# Rabbit (Skittles · 2010)

## Insight
Animals + Skittles absurdism = reliable territory for the brand's "Touch the Rainbow" platform. The internal logic simply applies: contact with Skittles causes impossible things to happen.

## Mechanic
A short absurdist film featuring a rabbit in Skittles' established surrealist framework. Exact details require source verification.

## Why it worked
Skittles' absurdist platform is broad enough to accommodate any starting premise. The brand's consistent internal logic means each new execution is instantly recognizable as a Skittles film, even without a logo.

## Steal
A strong creative platform should be able to accommodate almost any starting point. If your brand idea can only work with specific executions, the idea isn't strong enough.

## 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)*