This Skittles advert is a clever play on the story of the Midas Touch. The original slogan was ‘Taste the rainbow’ but they’ve incorporated one of the other senses too. In the conventional story everything the man touches turns to gold, whether that be a human or a inanimate object. For the advert, instead of gold everything turns to skittles. This comes with the implication that Skittles are as good as gold but it also provides an element of humour. It’s an unusual concept for an advert which makes it memorable and would make people talk, if people talk the advertisement agency are doing their job because they want people to want to eat Skittles and make everybody remember about the sweets.
Taking the television ad a step further, Skittles also released a series of semi-interactive viral adverts. Engaging the viewer getting them to place their index finger in a certain spot, to becomes part of various stories by literally touching the rainbow.