In the run-up to the Super Bowl's notorious clamor for air time and attention, Skittles is taking an off-book and self-aware approach to branding the rainbow: with a one-day-only Broadway engagement, starring Michael C. Hall. On February 3rd, the day of the Super Bowl, Hall (along with an as-yet-unannounced cast), will perform the commercial live on Town Hall's stage. It is, in all seriousness, called "Skittles Commercial: The Broadway Musical," and tickets went very quickly. Remaining tickets are going for over $200 a pop, and proceeds will go to Broadway Cares/Equity Fights AIDS.

On Monday, Skittles released a video that depicts Hall sitting across the couch from his therapist. In it he outlines his doubts about doing a Skittles commercial at all, the manifestation of his anxieties are portrayed as (what else?) a scarecrow sitting beside them.

Hall isn't the only serious theatrical talent attached to this unusual project. Will Eno, who was a finalist for the Pulitzer Prize in 2005 for his play "Thom Pain (Based On Nothing)" and a collaborator of Hall's, will be writing the Skittles musical. Theater Twitter seems pretty dumbfounded by this news...

For more information, they've set up a website.