Oh! So *that’s* why the skittles ads aren’t much cop anymore

Here’s the new Skittles ad:


I’ve been trying to put my finger on why they’re not as good as ‘Touch’:

Or ‘Piñata:

or ‘Sour’:

It’s down to character. All three ads have the same weird situations, but there is a deeply tragic story in ‘Touch’ and ‘Piñata’ and a really dark dynamic to ‘Sour’. 30 seconds of proper story, rather than a vaguely amusing premise and nothing more.

‘Funny’ is one thing, but situations that you can relate to, that touch you more deeply, are something else.