M&M/Mars will break advertising for its M&M's Millennium promotion, during the Super Bowl telecast. The series of five spots is from BBDO
Worldwide, New York. One, a 30-second commercial, features the M&M characters Red and Yellow trying to convince Dick Clark to host a millennium party in Times Square. The 15-second "Rome" spot features the pair in Italy. (The idea is that M and M in Roman numerals equals 2,000.) Spots titled "We" and "Why" show the two M&Ms trying to convince a higher-up that 1998 is the time to launch a millennium promotion, well before every other marketer does. All five commercials will also air in Spanish. In the same spirit, the company lampoons the coming millennium mania with a Web site promotion asking consumers to start proposing which of their personal property (i.e, dog, rearview mirror) should be designated the official (fill in the blank) of the millennium.
Copyright January 1998, Crain Communications Inc.