M&M’s to air Super Bowl commercial for second straight year

M&M’s is returning to the Super Bowl for the second straight year. The Mars candy brand will air a 30-second spot from BBDO New York during the first ad break of the game airing Feb. 11 on CBS. The ad will lean into the brand’s “purpose” and “foster connection and a sense of belonging,” according to a release from Mars. Super Bowl commercials Tracking the latest brand and agency plans Enter here The company said it will “build on iconic Super Bowl moments from Mars that have delivered fan-favorite spots for more than a decade,” according to a release, pointing to the 2023 ad featuring Maya Rudolph as M&M’s new spokesperson, its 2021 “Come Together” ad with Dan Levy and the “You’re Not You” Snickers ad from 2010 with Betty White. (M&M’s sat out the 2022 Super Bowl.) “We’re excited to continue celebrating our relationship with the NFL by using the moment to kick off a new focus on products for M&M’s in 2024,” said Gabrielle Wesley, chief marketing officer of Mars Wrigley North America, in a press release. This will be M&M’s ninth Super Bowl ad since 1998. The candy brand joins Nerds, Pringles, Oreo and Hellmann’s among the food brands to have publicly confirmed Super Bowl ad buys. Coors Light, BetMGM and BMW have also said they will be in the game. The brand’s 2023 Super Bowl ad, also handled by BBDO New York, featured Rudolph as an interim spokesperson with her fictitious “Ma&Ya’s” clam-filled candies. The brand put the original spokescandies on hiatus after a mascot makeover sparked some criticism for being “woke.” Immediately following the game, the spokescandies appeared for a 15-second press conference-style ad reassuring consumers they were back for good.

M&M’s to air Super Bowl commercial for second straight year

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