The Takeout:

This year, the Skittles Super Bowl commercial will take the form of a musical, performed live exactly once, written by a Pulitzer Prize finalist and directed by the Artistic Director of the Soho Rep. theater. This is actually happening. Seriously, you can buy tickets right now.

This is certainly a choice of promotional vehicle.

I bet it’s cheaper overall to put on than a Super Bowl ad is. How sad is that?