The M&M’s Brand released its new Super Bowl commercial online in advance of its airing during the first quarter of Super Bowl LII this Sunday, Feb. 4, on NBC. The 30-second commercial focuses on how M&M’s spokescandies cope in a world filled with people who want to eat them.
The new spot, which was created by BBDO New York, opens with Ms. Brown walking down a busy sidewalk alongside Red, who is frustrated that people keep trying to eat him. He discovers a “lucky” penny and wishes he could become human. Miraculously, his wish is granted and he takes on the human form of Danny DeVito. After Red transforms into a human (DeVito), he confirms people no longer want to eat him, but viewers will see his luck quickly runs out.
“When casting for a human that embodies the personality of our Red M&M’s spokescandy, we were looking for someone who is known for having a sarcastic sense of humour and know-it-all wit – Danny DeVito was the perfect human match,” says Allison Miazga-Bedrick, Brand Director, M&M’s. “We hope our fans will be entertained by how we bring Red together with an iconic celebrity in a way that’s never been done before.”
M&M’s has been an iconic brand for more than 75 years and continues to search for new ways to connect with its next generation of fans. Knowing that more people watch Super Bowl ads online, M&M’s tapped into the popularity of social influencers by casting YouTube star, actor and singer Todrick Hall in this year’s commercial. During the spot, DeVito asks Hall, “Do you want to eat me?” – and Hall responds by shaking his head in disgust.
“We often collaborate with social influencers to create and share branded M&M’s content in their own colourful and fun way,” says Miazga-Bedrick. “This time, we flipped our approach and surprised Todrick Hall’s fans with an unexpected appearance in our Super Bowl LII commercial.”
M&M’s teased Danny DeVito’s starring role in this year’s Super Bowl LII commercial by releasing a video of the comedian humorously lounging in a pool of chocolate. The 15-second teaser will air once on TV during the Super Bowl LII pre-game show on NBC.
In the Super Bowl LII host city of Minneapolis, M&M’s will bring a Twitter-activated vending machine to the Super Bowl Experience on Saturday, Feb. 3, to give fans a chance to view the new commercial and taste M&M’s chocolate candies. Additionally, cars on several METRO train lines will be wrapped in M&M’s branding leading up to the game.
Source: Mars, Incorporated