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Skittles looks to Broadway instead of the Super Bowl for its big moment

Skittles the Musical coming to Broadway

Skittles is known for its quirky approach to advertising, especially during the Super Bowl. But this year, instead of running a 30-second ad during the big game, the candy brand is creating the first-ever commercial performed as a live Broadway musical.

‘Skittles Commercial: The Broadway Musical’ is written by playwright and Pulitzer finalist Will Eno in partnership with DDB Worldwide. The 17-member cast, led by a soon-to-be-announced celebrity, will perform the show one time only, in front of a live audience at The Town Hall in New York City on Sunday, February 3 at 1pm EST. The show will also feature original songs backed by a live band.

Starting today (Jan. 14), tickets to the live performance are on sale and available to the public at Ticketmaster.com. Ticket proceeds will be donated to Broadway Cares/Equity Fights AIDS – a nonprofit organization that awards annual grants that help men, women and children in all 50 states, Puerto Rico and Washington, DC, receive lifesaving medications, health care, nutritious meals, counseling and emergency assistance. Skittles will also match this donation. In addition, Mars Wrigley Confectionery US, LLC will donate $25,000 to Broadway Cares/Equity Fights AIDS, plus an additional amount equal to the total amount donated as a result of ticket purchases but not to exceed $25,000, for a total potential maximum donation of $50,000.

“We’re always looking for opportunities to innovate and entertain our fans in new ways around football’s biggest stage,” said Debbie Litow, brand director, Skittles. “And what better way to do that this year than by bringing our ad to the world’s most famous stage: Broadway.”

Skittles is known for taking a unique approach to the big game. Last year, the brand created a highly exclusive ad that was shown to only one person.

The company will release more details about ‘Skittles Commercial: The Broadway Musical’ throughout the month leading up to the live performance on February 3. Fans can learn more about the promo and show, and can purchase tickets by visiting SkittlesTheMusical.com or brand’s social pages.

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