M&M’S Super Bowl (2023)

At M&M’S we believe in the power of fun to bring people together - but, after making some updates to our iconic characters, we found ourselves in the center of a divisive, at times 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.

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 spokescandy, Orange transformed himself into a self-help guru on Spotify. Our Spotify ad drove people to an actual album Orange recorded with different exercises to help you Escape Your Shell. 

Yellow pushed himself out of his comfort zone and took on a role as Snickers’ new spokescandy.

Red cashed in on his fame by selling his own merchandise on eBay, which fans actually bid on…including an ice cream scoop that sold for $479.

People Magazine was also interested in what the spokescandies were up to during their hiatus.

After the big spot for Ma&Ya’s ran and enraged Americans across the country…we brought the characters on air together for an emergency press conference, reassuring the nation that the beloved spokescandies were back.

ECD: Peter Kain, David Cuccinello, David Povill

ACD, Design: Bhanu Arbuaratna

Senior CW: Benner Rawley

Senior AD: Maya Iwata

Animation: House Special

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

Shortlist: Campaign US BIG Awards – Integrated

Shortlist: Campaign US BIG Awards – Consumer Packaged Goods

Shortlist: Campaign US BIG Awards – Best Idea That Taps Into Culture

Silver: Cresta Awards – Influencer Campaigns

Silver: Cresta Awards – Social & Influencer, Influencer Campaigns

Bronze: Cresta Awards – Integrated Campaign

Bronze: Cresta Awards – Social & Influencer, Social Campaign

Shortlist: Cresta Awards – Social & Influencer, Innovative Use of Social Media

Bronze: London International Awards – Integration, Confections/Snacks

Finalist: London International Awards – Creativity In PR, Food and Beverage

Finalist: London International Awards – Use of Social Media & Influencers, Foods

Nominee: Webby Awards – Integrated Campaign

Nominee: Webby Awards – Best Use of Social Media

Honoree: Webby Awards – Brand Strategy

Winner: Effies – Snacks & Desserts

Winner: Effies – Timely Opportunity - Products