M&M/Mars' campaign to support M&M's Crispy, breaking Jan. 31 on the Super Bowl, will include "Drew Carey" star Deidrich Bader, "Seinfeld" player Patrick Warburton and actress Halle Berry. In the commercials, a new orange color M&M is, as expected, fleeing from a feeding frenzy of people trying to eat him. In one spot, Ms. Berry tries to read his palm and won't relinquish it; another, set in a diner, shows the candy lamenting that no one understands what it's like to be hunted for food until he spots a live turkey sitting on the next stool. The spot with Mr. Warburton shows the crispy M&M trying to dissuade the actor from eating him by claiming you can't eat a candy that's fallen on the floor. The execution with Mr. Bader, seen scooping up handfuls of M&M's Crispy, includes Orange pleading with him to imagine changing places. But Mr. Bader, after envisioning tiny versions of himself being eaten, continues to relish the Crispy M&M's "relatives." M&M/Mars, Hackettstown, N.J., is estimating the campaign at $50 million and touting it as the largest in candy history. BBDO
Worldwide, New York, is the agency.
Copyright January 1999, Crain Communications Inc.