Dive Brief:
- M&M’s is shoring up a position as a snack that pairs well with entertainment through an ad campaign that places the brand’s spokescandies in popular film and TV genres, according to details shared with Marketing Dive.
- A trio of new 15-second spots take inspiration from crime thrillers, telenovelas and a “Survivor”-like reality competition series. In each scenario, the spokescandies end up drawing the attention of human characters who are craving a treat.
- “Screentime” will run across broadcast, full-episode player video channels, programmatic and social media. The effort supports a messaging platform the Mars brand launched last year that focuses on bringing people together.
Dive Insight:
M&M’s is returning to a marketing strategy that places its button-shaped candy mascots in settings that take a page from familiar film and TV tropes. The spokescandies have previously engaged in spy thriller espionage and high-octane action scenes echoing blockbusters like “Speed” and the Marvel Cinematic Universe.
“Screentime” focuses on genres that have enduring and cross-generational fandoms, including “Survivor,” true crime and soapy telenovelas. In each case, characters within those genres can’t resist the appeal of biting into an M&M.
One ad follows a police detective as he arrives at a crime scene where chalk outlines imply multiple M&M’s have been gobbled up. He then notices two other spokescandies standing nearby, saying he’s going to eat the green one. “Telenovela” sees the green M&M smitten with a hunky lead actor in a romance program. Not speaking Spanish, she fails to comprehend his words of passion are also about eating her. Finally, the red and yellow M&M are voted off the island in “Unanimous,” but rather than being banished from the competition, they’re now on the menu.
Each spot closes with a shot of M&M’s sitting on a couch against a yellow backdrop and the “It’s more fun together” tagline. M&M’s introduced “It’s More Fun Together” last year as a way to showcase its products and entertainment as unifying forces. Prior ads under the platform have depicted parents bonding with their kids over a scary movie night and other family-oriented moments.
BBDO Chicago is behind “Screentime” and the larger creative platform. Omnicom handled production while the commercials were directed by Rami Hachache of Prettybird.
“Screentime” builds on M&M’s long-standing associations with pop culture. The Mars-owned brand also recently partnered with “Practical Magic 2” on a limited-edition Amas Veritas Spell & Snack Pack inspired by a scene from the original movie. Actress Camilla Belle recreated the moment on Instagram and TikTok as a part of the legacy sequel tie-up. M&M’s also served as the exclusive confectionery partner of the latest season of “Love Island USA,” a deal that included Play Along Packs designed to make episode watching more interactive.
