When it comes to companies getting a bang for their buck through sports, Skittles ranks near the top of the list. The Wrigley-owned brand is all about drawing eyeballs by giving away custom-branded pieces to athletes, who share pictures of their gifts on social media.
With Lynch out of the spotlight, Skittles -- an NFL sponsor -- was looking to make its next splash and it found an unlikely partner: Denver Broncos quarterback Trevor Siemian, who is known for his deadpan humor.
There are a lot of small jokes built in to the digital spot, with a pretty funny payoff at the end.
Having known Siemian from his college days at my alma mater, Northwestern, I tried to get him to open up about the behind-the-scenes aspects of the spot. But he stayed in character the entire time.
Rovell: How did this come about?
Siemian: Well, I was trying to figure out what to get my offensive line and Skittles just made sense.
The spot just shows your jacket. Is this a gag or did Skittles really make them?
Siemian: The five guys on my line will really get the jackets.
What's the deal with the Skittles? How much do they get?
Siemian: Each guy gets what we're calling a "brick" of Skittles. I'm taking care of them, so they don't have to worry about supply.
You think the guys will like them?
Siemian: It's definitely unique. Peyton [Manning] put some pressure on me in terms of what he got the guys in the past. He once gave them cowboy boots and I think last year it was drones.
You're heading to Kansas City this weekend. Any way the jackets appear on the sideline?
Siemian: I think I'm going to have to talk to my equipment guy, Harry, on that one.