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Clever Creative: Life is like a bag of M&M’s–For Danny Devito at Least

The mega brand of the chocolate industry, M&M’s, released a hilarious new campaign by BBDO New York for Super Bowl LII.

Clever Creative: Life is like a bag of M&M’s–For Danny Devito at Least

Posted Thursday February 15th, 2018 in Creativity + Art.

Super Bowl LII was the first time M&M’s made a super bowl commercial since 2014, and it’s one that will definitely be hard to forget. The commercial features Danny Devito, from Always Sunny In Philadelphia, as he transforms from Red the M&M, who is tired of people trying to eat him, into a human.

A Pretty Sweet Campaign

The mega brand of the chocolate industry, M&M’s, released a hilarious new campaign by BBDO New York for Super Bowl LII. M&M’s did a great job in their super bowl come back by adding well known actor Danny Devito, and singer/YouTube star Todrick Hall. Hall’s inclusion was a good move by the company and a huge surprise for his fan base who had no problem pointing him out on Twitter after the ad aired. While Todrick Hall isn’t as recognizable as Danny Devito he has a very socially active and loyal fan base which is great news for the M&M brand.

The campaign includes three separate ads, two 15 second, and one 30 second commercial. The two 15 second teaser ads were mainly geared towards social media channels in an effort to promote not only their brand but their return to the super bowl, as they began running them a few weeks before. And of course all of which star Danny Devito as Red, the M&M. Although, Devito’s first Super Bowl commercial was for a Lipton Brisk ad back in 2002, this may be his most memorable Super Bowl appearance, after all what’s more eye catching than Danny Devito lounging in a pool full of melted chocolate.

What makes the placement of these ads so crucial is the fact that M&M’s competitors, Hershey Co. and Mondelez International Inc., have both posted declines in their North American revenues for the fourth quarter of 2017. So, it’s no coincidence that this is M&M’s first super bowl appearance in the past four years rather an opportunity they saw and took advantage of.

What do you think of M&M’s Super Bowl commercial comeback? Let us know in the comments on our social media pages!

If you’re looking for some clever creative of your own, feel free to contact us, and be on the lookout for next week’s instalment of Clever Creatives!

Written by Dane Christiansen, during his Spring 2018 internship at GEM Advertising.


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