http://www.youtube.com/watch?v=L8I6d2Axu7c (Link to commercial)
This edition to the line up of subliminal messages given to a Super Bowl commercial features a giraffe, an older Jamaican man, and a resort with an edible rainbow. As the older Jamaican man "milks" the giraffe of colorful Skittles, he eats them and laughs in a very joyful way.
Usually Jamaicans are associated with marijuana and the carefree high that comes with it. In this Super Bowl commercial, the Skittles serves as the marijuana to the Jamaican (that is stereotyped to usually be associated with the drug), to appeal to an audience that would like to experience the "high" that comes with the Skittles. Due to the fact that Skittles is advertising in front of an audience that includes little children, they have no choice but to use a more kid-friendly replacement of marijuana. In using Skittles to do this, they take the clever opportunity to advertise Skittles.
In using Skittles to replace marijuana, the company of Skittles appeals to the general audience of smokers as a means to entertain and spoof the experience they have with smoking marijuana. The commercial displays a resort in where giraffes eat rainbows, Jamaican men eat Skittles to get "high", and everything is just joyful. A user of marijuana could relate to some of the things they see when they are "high" and the commercial depicts what could happen when someone gets "high" off of Skittles.
This edition to the line up of subliminal messages given to a Super Bowl commercial features a giraffe, an older Jamaican man, and a resort with an edible rainbow. As the older Jamaican man "milks" the giraffe of colorful Skittles, he eats them and laughs in a very joyful way.
Usually Jamaicans are associated with marijuana and the carefree high that comes with it. In this Super Bowl commercial, the Skittles serves as the marijuana to the Jamaican (that is stereotyped to usually be associated with the drug), to appeal to an audience that would like to experience the "high" that comes with the Skittles. Due to the fact that Skittles is advertising in front of an audience that includes little children, they have no choice but to use a more kid-friendly replacement of marijuana. In using Skittles to do this, they take the clever opportunity to advertise Skittles.
In using Skittles to replace marijuana, the company of Skittles appeals to the general audience of smokers as a means to entertain and spoof the experience they have with smoking marijuana. The commercial displays a resort in where giraffes eat rainbows, Jamaican men eat Skittles to get "high", and everything is just joyful. A user of marijuana could relate to some of the things they see when they are "high" and the commercial depicts what could happen when someone gets "high" off of Skittles.