“Piñata”, a television commercial for Skittles Chocolate Mix, has been consistently winning awards since its launch in March 2008. The most recent was a gold at the CLIO Awards this week. The 45 second spot features a man dressed up as a pinata, a papier-mâché container filled with candy. The tag line continues the Skittles tradition: “Experience the Rainbow”.
A man (Sean Donnellan) who appears to have a piñata condition (along the lines of The Elephant Man) confronts a coworker in the staff room, throwing down a packet of Skittles. “Is that what you were looking for? New chocolate-flavored Skittles? What did you think was going to happen Steven? Did you think you were going to hit me with that bat and little chocolatey candies would come pouring out? I have to buy my Skittles downstairs like everyone else. I’m just like everyone else!”
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The Piñata custom from Mexico involves suspending a candy or fruit filled figure from a tree branch or ceiling and inviting children to break it. The pinata effect in the Skittles ad was achieved by attaching little bits of paper to Donellan’s face, allowing for natural movement of the mouth and eyebrows. Donellan wore a paper-covered suit, tie and jacket.
Pinata was developed at TBWA\Chiat\Day, New York, by executive creative director Gerry Graf, creative directors Ian Reichenthal, Scott Vitrone, art director Craig Allen, copywriter Eric Kallman, agency producers Nathy Aviram and Laura Rosenshine, account executive Rachel Cohn.
Editors were Gavin Cutler and Erik Laroi at Mackenzie Cutler Editorial, New York.
Pinata has won awards at Cannes International Advertising Festival, 2008 (Silver Lion), the Art Directors Annual Awards, 2009 (Silver), International ANDY Awards, 2009 (Silver), The One Show (Gold Pencil), CLIO Awards (Gold).