M&M’s has drummed up an impressive amount of buzz leading up to its Super Bowl ad, cleverly fueled by the political controversy around its candy mascots. But the Mars-owned brand’s Big Game plans are coming into view as NBCUniversal’s streamer Peacock reveals its own in-game creative with an unexpected set of partnerships.
Instead of using its Big Game efforts to air a trailer for an upcoming series or a sizzle compilation of favorite franchises to promote the platform, Peacock's 30-second spot puts a unique spin on traditional TV marketing. It will use the ad to promote “Poker Face;” the show and spot star Natasha Lyonne as Charlie Cale, a mystery solver with the ability to tell when people are lying.
For the ad, Peacock “really wanted to feature Charlie Cale’s character in something that felt really live and in-world and relevant to the moment that the spot was running,” said Shannon Willett, Peacock’s chief marketing officer. “We thought the best way to make it in-world is to partner with real brands who are also in the Super Bowl.”