M&M’s® Delights Viewers With ‘Nutty’ Super Bowl Ad

Beloved Character Yellow Stars in Super Bowl XLVIII Spot for M&M’S® Peanut


WEBWIRE – Monday, February 03, 2014

Fans turned MetLife Stadium into a mass of orange, blue and green on Super Sunday, but the color that really stood out in Super Bowl XLVIII was … yellow. Today, Mars Chocolate North America unveiled another MVP-caliber Super Bowl commercial for M&M’S® Brand that shined a spotlight on M&M’S® Peanut – and confirmed its beloved character Yellow’s reputation as “America’s Favorite Nut.”

The 45-second commercial, created by BBDO New York, aired during the first half of Super Bowl XLVIII on FOX – the third straight year the M&M’S Brand has appeared in the Super Bowl. The spot opens with ominous, cinematic shots of a car creeping toward a secluded mansion. A powerful, mysterious figure, played by the imposing actor Rade Šerbedžija, opens the car’s trunk and speaks to an unseen figure inside, threatening in a foreign language to chop them up and sprinkle their remains … on an ice cream sundae. The humorous reveal shows the M&M’S Peanut spokescandy Yellow seated among grocery bags, blissfully unaware of just how irresistible he is.

“We chose to put M&M’S Peanut front and center because it’s a special product worthy of the biggest stage,” said Seth Klugherz, Senior Director, M&M’S Chocolate Candies. “Our Super Bowl commercial and campaign provided an outstanding platform to communicate our quality message that each M&M’S Peanut is literally 1 in 100 – meaning we have to sort through 100 different peanuts, just to find one that’s lucky enough to make its way into a bag of M&M’S Peanut.”

The Super Bowl XLVIII commercial is the latest exciting effort in the brand’s “Year of Peanut” integrated marketing campaign, a yearlong effort to showcase the irresistibility of M&M’S Peanut.  The campaign has included several exciting activations, including:


Yellow was first introduced along with M&M’S Peanut in 1954.  Since then, the irresistible chocolate-coated peanut has captured the hearts and “taste buds” of the nation, but he usually plays a supporting role to his best friend and fellow spokescandy Red.

On the heels of Super Bowl XLVIII, M&M’S plans to continue to roll-out the integrated marketing campaign focused on M&M’S Peanut, which includes multiple English and Spanish television, print and digital ads, in-store displays, consumer promotions, public relations and social media.

Fans can get another glimpse of the commercial at the brand’s official Facebook page: www.facebook.com/mms, and watch it here. And they can get up close and personal with Yellow on Twitter via the handle @mmsyellow.

About Mars, Incorporated

In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington kitchen and established Mars’ first roots as a confectionery company.  In the 1920s, Forrest E. Mars, Sr. joined his father in business and together they launched the MILKY WAY® bar. In 1932, Forrest, Sr. moved to the United Kingdom with a dream of  building a business based on the objective of creating a “mutuality of benefits for all stakeholders” – this objective serves as the foundation of Mars, Incorporated today. Based in McLean, Virginia, Mars has net sales of more than $33 billion, six business segments including Petcare, Chocolate, Wrigley, Food, Drinks, Symbioscience, and more than 72,000 Associates worldwide that are putting its Principles into action to make a difference for people and the planet through its performance.

Mars brands include: Petcare – PEDIGREE®, ROYAL CANIN®, WHISKAS®, KITEKAT®, BANFIELD® Pet Hospital and NUTRO®; Chocolate – M&M’S®, SNICKERS®, DOVE®, GALAXY®, MARS®, MILKY WAY® and TWIX®; Wrigley – DOUBLEMINT®, EXTRA®, ORBIT® and 5™ chewing gums, SKITTLES® and STARBURST® candies, and ALTOIDS® AND LIFESAVERS® mints.  Food – UNCLE BEN’S®, DOLMIO®, EBLY®, MASTERFOODS®, SEEDS OF CHANGE® and ROYCO®; Drinks – ALTERRA COFFEE ROASTERS™, THE BRIGHT TEA COMPANY™, KLIX® and FLAVIA®; Symbioscience – COCOAVIA™ and WISDOM PANEL™.

For more information, please visit www.mars.com.  Follow us: facebook.com/mars, twitter.com/marsglobal, youtube.com/mars, linkedin.com/company/mars



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