Mars Wrigley has announced that M&Ms will return to the Super Bowl in 2021 with a 30-second spot. The chocolate candy brand sat out the 2020 Super Bowl, but parent company Mars Wrigley has consistently advertised during the Super Bowl for over the past 10 years, alternating brands like Snickers and Skittles in addition to M&Ms. This year will mark M&Ms’ sixth trip to the Big Game in a decade.
Last year, Snickers ran a spot featuring the world’s largest candy bar, which a group of do-gooders were attempting to feed to the Earth in order to fix things. (Given that this stunt came at the beginning of 2020, maybe we can deduce that our planet is allergic to chocolate bars or something? At any rate, it doesn’t seem to have worked.)
In 2018, M&Ms tapped Danny DeVito for its return to the Super Bowl after a three-year pause. The next year, Christina Applegate joined the M&Ms spokes-candies for “Bad Passengers,” a spot that highlighted the brand’s candy bar offering. M&Ms worked with BBDO New York for both ads, and will continue to partner with the agency for its 2021 spot.
So far, the brand hasn’t revealed whether a celebrity will be joining its personified chocolate candies for the 2021 spot, which will run during the first commercial break after kickoff.
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Kiran Grewal
Editor, International Confectionery
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