M&M's Characters Are Back for Good in Epic Super Bowl Campaign Conclusion

The M&M'S Brand has officially revealed the Super Bowl LVII commercial that has inspired the outpouring of conversation over the last two weeks.

In the campaign from BBDO New York and PRETTYBIRD, designed to stretch far beyond a :30 in-game window, the M&M'S brand brought the fun with unexpected plot twists and humorous scenarios, designed to surprise and delight fun-loving fans leading up to and during The Big Game – all culminating with the triumphant return of the beloved spokescandies on one of the world's biggest stages.

In the weeks leading up to Super Bowl LVII, the iconic M&M'S spokescandies have been busy pursuing other passions that reflect the characters' unique personalities, rooted in the M&M'S purpose to bring people together to create a world where we all belong. Meanwhile, M&M'S kept its fans entertained with a series of zany changes to the brand as part of the humorous campaign leading up to the debut of the commercial during the second quarter of The Big Game.

To keep the fun going, the story continued into the second half and post-game with two additional, never seen before, content features from M&M'S. In the second half, a five-second bumper features spokescandies, Green and Yellow, delighting consumers with the return of the M&M'S brand logo with a sign that reads "We're back!" Then, after the confetti cannons fired, the spokescandies returned to centre stage via a 'press-conference styled' commercial, bringing the humour and happiness the M&M'S brand inspires every day.  

"The M&M'S brand has long believed in the power of fun to bring people together, creating a world where everyone feels they belong," said Gabrielle Wesley, CMO, Mars Wrigley North America. "Over the past year, we have seen an unprecedented level of conversation, cementing M&M'S as one of the world's most iconic brands. That level of talk value – irrespective of opinion – indicates people are interested in our brand and its values. The M&M'S brand will always continue to bring the fun, laughter, and entertainment with an unwavering commitment to purpose."

And to celebrate the official return of the M&M'S spokescandies, the brand is quite literally doubling down on our purpose driven activities. In celebration of International Women's Day 2023, Mars announced its most recent initiative, supporting innovators who are flipping the status quo. The brand will be doubling the number of $10,000 grants offered to change-making women from 10 to 20, putting the 'fun' in funding their initiatives while increasing the opportunity for trailblazing women to create a positive impact on the world. The winners will be identified in partnership with the M&M'S FUNd Advisory Council and spotlighted across M&M'S digital and social platforms on International Women's Day (Wednesday, March 8th).

Fans can see more about the characters' return and the M&M'S brand purpose of creating a world where everyone feels they belong here.