- M&M’s has kicked off a humorous new campaign called ‘Screentime,’ that brings the candy brand’s characters to life in popular TV formats.
- Created in collaboration with BBDO Chicago, the new effort is composed of 15-second spots – “Telenovela,” “Scene of the Crime” and “Unanimous.”
- The effort – inspired by telenovelas, crime thrillers and reality TV – will run across broadcast, programmatic and social.
Consumers love to snack while watching shows and M&M’s is tapping into this behavior. The brand has long relied on humor and its Spokescandies characters to market its candy. This campaign builds on this brand foundation by putting the candy into popular TV and movie tropes.
“M&M’s has a longstanding history with entertainment – from the iconic theater snack to decades of movie and TV partnerships,” said Julia Hodson, vice president of strategy at BBDO Chicago. “We’re strengthening that association by dropping the Spokescandies into familiar TV and movie tropes, with the unexpected humor M&M’S is known for.”
The work is aimed to reach consumers of all ages and fandoms.
“What’s more ‘fun together’ than getting in a room to watch your favorite show or chat about it online with friends,” said Jonathan Fussell, executive creative director at BBDO Chicago. “This work celebrates the popular television and movie tropes that everyone knows, loves, and binges. The Spokescandies make those well-known entertainment scenarios more fun by unexpectedly showing up – ready to be part of the action, while the humans around them have a different idea of what the Spokescandies are good for.”
