The “Umbilical” of the title refers to the connection a young man and his mother still share. At the opening of the spot, the mother eats Skittles, while her son, sitting next to her, guesses the flavor.
In case that wasn’t cringey enough, the son remarks, “Oh mother, I love eating Skittles every time you eat Skittles,” and she expresses that the feeling is mutual.
Chief Creative Officer, North America – Pete Favat
Chief Creative Officer – Dan Kelleher
Executive Creative Director – Pete Johnson
Group Creative Director – George Decker
Creative Director – Matthew Moyer
Creative Director – Jeff Kopay