In videos, Rudolph presented changes she’d made in her new role, like putting her own face on the candies and switching “M&M’s” to “Ma&Ya’s.” M&M’s also shared updates, sometimes downbeat, about the unemployed characters: Orange, for example, made a Spotify meditation playlist, Yellow tried representing Snickers, and so on.īut if you weren’t paying attention, the final commercial might be a head scratcher - one risk a brand takes when it uses a weeks-long campaign ahead of its Super Bowl commercial. Those who have been paying close attention to M&M’s ad strategy might have understood the narrative progression: Before the commercial itself aired, M&M’s introduced Rudolph as its new spokesperson. The M&M's are back, according to the brand. The chyron says: “Back together again: M&M’s characters return.” In another short spot airing on Sunday, the characters say in a ‘press conference” that they’re glad to be back. Now, the brand assures people in a press release, the spokecandies have returned. “Help me understand the #mms “Clams” #SuperBowlAd Seriously help me,” another pleaded. “Are the M&M’s okay?” one person asked on Twitter. The Super Bowl commercial, billed as the conclusion to weeks-long drama surrounding the status of the “spokescandies,” left some viewers scratching their heads.
The brightly-colored anthropomorphized M&M characters had become topics of conversation and criticism from some Green M&M fans after the characters’ shoe swap from heels to sneakers last year, and again after a January International Women’s Day campaign featuring female candies prompted cries of “woke!” from right-wing commentators. Maya Rudolph in an M&M's commercial during Super Bowl LVII.
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