M&M’S SUPER BOWL

After making some updates to the iconic characters, M&M’s found itself in the center of a divisive, way-too-serious dialogue over spokescandy footwear.

So we wanted to change the tone of that charged conversation, and bring the fun back into it, by starting an even more absurd one.

We fired our spokescandies and replaced them with Maya Rudolph. And as people melted down over the changes Maya was making to the brand, our spokescandies went off to pursue their own careers…eventually returning in a Super Bowl spot of their own.

SR. CW: Benner Rawley SR. AD: Maya Iwata ECDs: Peter Kain, Dave Cuccienello, David Povill Agency: BBDO NY

After losing their jobs, Blue went off and appeared as a guest host on ESPN’s SPORTSCENTER - although not without some bumps along the way.

Free from the stress of being a spokes candy Orange transformed himself into a self help guru on Spotify

Our Spotify ad drove people to an actual self help album Orange recorded with different exercises to help Escape Your Shell.

Yellow really pushed himself out of his comfort zone and took an a role as Snickers new spokescandy, appearing in print and Social. While Red cashed out, and cashed in on his fame by selling his own merchandise on eBay, that fans actually bid on.

Green and Purple teamed up with some famous influencer on TikTok and Instagram to learn a some new skills. As we took over the cover of PEOPLE MAGAZINE To keep the world up with what was happening.

After the spot for Ma&Ya’s ran, and angered the Super Bowl audience with its stupidity. We brought together the characters for an emergency press conference that aired just before the Lombardi Trophy was lifted. Bringing the Spokescandies back, after we brought America together.

AWARDS/RECOGNITION

Gold: Cannes Lions – Creative Strategy, Food & Drink

Bronze: Cannes Lions – Creative Strategy, Brave Brands

Shortlist: Cannes Lions – Creative Strategy, Market Disruption

Shortlist: Cannes Lions – PR, Food & Drink

Shortlist: Cannes Lions – Brand Partnerships, Sponsorships & Collaborations

Silver Pencil: The One Show – Integrated, Integrated Campaign

Merit Award: The One Show – Experiential & Immersive, Craft, Storytelling

Bronze Pencil: The One Show – Cultural Driver, Popular Culture Impact

Shortlist: The One Show – Public Relations, Community Building

Shortlist: The One Show – Social Media, Stunts & Activations

Shortlist: The One Show – Social Media, Craft - Writing

Best in Show: The Caples Awards

Gold: The Caples Awards – Integrated Campaign

Gold: The Caples Awards – Radical New Strategy

Silver: The Caples Awards – PR