The iconic brand that has long been sharing the candy that “melts in your mouth, not in your hands” is sharing a different type of experience this Super Bowl commercial season—one that’s aimed at bringing fans together for a few laughs.
And it will happen virtually.
M&M’s is back in the Big Game commercial lineup this year, the brand’s sixth appearance over the past decade. And while fans have typically needed to wait until Super Bowl Sunday for a glimpse of the latest spot, this year M&M’s is offering a chance to watch the premiere via Zoom on Wednesday, February 3, at 9 a.m. ET.
To kick things off, they have a newly released teaser that sets the stage:
https://youtu.be/MJZX5Ylo8CE
The Zoom premiere will be the first-ever such Super Bowl commercial release. It takes a direct aim at what’s become a “new normal” and gives it a creative spin to not only reach consumers—something that Sarah Long, the CMO of Mars Wrigley North America, reflected during a video chat with USA TODAY Ad Meter—but reintroduces the type of feelings conjured by a simple 30 seconds of air time.
(Let’s face it; the 15 seconds above has already worked some of the commercial intrigue that makes these spots so great.)
“M&M’s is really trying to have fun and show how humor can bring us all closer together,” Sarah explained.
And while there have been other brands that passed on this year’s Super Bowl, the idea to showcase the power of a good laugh didn’t take a second thought, nor did the platform that would provide the virtual experience for M&M’s 50,000 lucky fans. “Interacting with Zoom has been happening a lot,” she laughed, “it’s very much a part of our daily lives.”
Unlike your average business call, however, the virtual release will include a few famous faces. The event will be hosted by M&M’s popular Spokescandy, Yellow, and feature guests such as former NFL coach Joe Gibbs, plus a few other surprises.
As far as the details behind the Super Bowl ad? While Sarah and her team hinted that the teaser isn’t a one-off to the Big Game picture, the details were kept under wraps.
So, stay Zoomed!