Skittles' quirky Super Bowl spot is set in a small desert town where everyone -- even babies -- has one incredibly muscular arm. The reason why is revealed as two porch-sitting guys get into an argument about who gets the lemon skittle. "Let's settle it the usual way," one exclaims; the cry reverberates around town and before long the whole town is out watching them arm wrestle. The spot, by DDB Chicago, was teased with the hashtag #SettleIt, but wasn't pre-released ahead of the game. It's the brand's first time advertising in the Super Bowl; read more about Skittles' strategy over at AdAge.com.