You’ll either love or hate Skittles’ most recent Mother’s Day commercial. Most people don’t seem to love it.
More precisely, many found the ad unsettling. The unsettled sentiment has been so strong the video has now been removed from Skittles’ YouTube channel, two days after the Mars-owned candy brand uploaded it.
— Elaina Doré Smith (@elainadsmith) May 10, 2017
The video, dubbed “Umbilical”, has a heart-warming start. An elderly mother and her adult son are sitting side by side on a couch, and as the mother eats Skittles, the son is guessing the flavours.
Yet when the camera pans out, the situation escalates quickly: from the son’s belly button is a thick umbilical cord that connects to his mother, which means as the mother eats the Skittles, he is also “eating the Skittles”.
“I love eating Skittles every time you eat Skittles,” says the adult son. “I love you eating Skittles every time I eat Skittles,” replies his elderly mum.
At the end of the video, the adult son drops a bomb with his last line in the ad, “Oh I miss dad.” No one knows what had happened to the dad – and frankly, we’re not sure we want to know.
We’ve found a backup on YouTube, so if you want to see the commercial for yourself – you have been warned.