M&M’s Makes Super Bowl Comeback Amid Controversial Stunt
M&M's makes a triumphant comeback to the Super Bowl after a controversial pause, as the Mars brand embraces its purpose to tackle the confusion caused by its spokescandies' absence in last year's spot
Mars' popular candy brand M&M's is set to make a return to the Super Bowl with a new commercial airing during the first quarter of the game on February 11, 2024. This will be the brand's ninth appearance at the Super Bowl, emphasizing its dedication to inclusivity and fun. According to a press release, Mars Wrigley North America CMO Gabrielle Wesley stated, "M&M's has been a source of entertainment and excitement for over 80 years, making it more culturally relevant than ever. We are thrilled to continue our tradition of celebrating our partnership with the NFL and introducing a new focus on M&M's products in 2024."
The campaign follows the decision to put the brand's spokescandies on an indefinite pause prior to its last Super Bowl spot, featuring actress Maya Rudolph. This move played on the polarizing response to a previous rebrand that was criticized by some conservative commentators as "woke." Despite the controversy, and an enigmatic game day spot, the initiative received a Gold Lion Award for Creative Strategy at the Cannes Lions Festival of Creativity.
BBDO New York produced the new 30-second ad, and Mars brand Snickers will be the presenting sponsor of the NFL Network Total Access Desk activation at the Super Bowl Experience at the Mandalay Bay Convention Center in Las Vegas. Furthermore, a custom Snickers Ice Cream Truck will be distributing products at the Gameday Experience on Feb. 11.
M&M's is the latest brand to announce its Super Bowl ad plans, joining fellow snack brands Oreo, Pringles and Nerds, which will be making its big game debut.
