What would the Red M&M do for love? He'll tell you, singing Meatloaf’s "I Would Do Anything for Love (But I Won't Do That)" while scenes of his love affair with Naya Rivera (from Fox's “Glee”) play out. He would wear a wig, for example, but he would not get inside a piñata.
M&M parent Mars Inc. decided to go against the trend and didn’t release the spot early in 2013. "We are continuing with what we call our surprise-and-delight approach," Roy Benin, the chief consumer officer for Mars Chocolate North America, told Ad Age a month before the game.
The spot was created by longtime M&M agency BBDO New York.
Director: Traktor. Production company: Traktor. Executive producer: Richard Ulfvengren. Head of production: Rani Melendez.
BBDO chief creative officer: David Lubars. Executive creative director: Tim Bayne. Executive creative director: Lauren Connolly. Senior art director: Eduardo Petersen. Senior copywriter: Christopher Cannon. Executive producer: Chris Lenz. Assistant producer: Patrick Smith. Executive music producer: Melissa Chester. Senior account director: Susannah Keller. Account director: Amanda Cruz. Account manager: Nicola Aniades. Account executive: Tani Nelson.
Animation: LAIKA/house. Animation director: Kirk Kelley. Producer: Zilpha Yost.
Editorial: PS260. Editor: Maury Loeb. Producer: Laura Patterson. Executive producer: Zarina Mak.Send credit info to SuperBowlAdArchive@adage.com.