The Drum Awards for Marketing - Extended Deadline

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By Kyle O'Brien, Creative Works Editor

January 23, 2018 | 3 min read

Danny DeVito is getting covered in chocolate for the Super Bowl as he becomes an M&M’s candy in a new ad.

A teaser for the 30-second ad, which will run in the first quarter of the game, shows a bespectacled DeVito in a red M&M’s costume lounging in a pool of chocolate, saying “Mmmm…Super Bowl.” The 15-second teaser then pans out to the soundman who looks passively disgusted with the scene. It cuts back to DeVito smearing chocolate all over himself, with a quick promo for the game.

The teaser video, created by BBDO New York, nods to a recognized visual in M&M’s advertising. For many years, M&M’s commercials have ended by featuring the iconic red M&M’s candy rising through a pool of liquid chocolate. This time, it’s DeVito in the red candy's place to pique fans’ interest in the upcoming full-length Super Bowl LII spot.

“When M&M’s approached me about starring in their Super Bowl commercial, I quickly jumped on the opportunity to partner with such an iconic brand,” said DeVito. “Plus, who can resist seeing me in a giant pool of chocolate?”

The new 30-second commercial will also feature a special guest appearance by YouTube star, actor and singer Todrick Hall.

“Much like M&M’s, Danny DeVito knows how to entertain,” said Allison Miazga-Bedrick, brand director, M&M's. “We felt that Danny DeVito brought the perfect amount of humor needed for this year’s Super Bowl spot, and we know our fans will be delighted to see how he interacts with some of our beloved spokescandies.”

Earlier this month, M&M’s launched a contest across the brand’s social media channels asking fans to submit their best touchdown dance featuring M&M’s for a chance to win custom prizes. The brand also previewed the new commercial with a handful of film critics and captured their (staged) reactions to share during the Critics’ Choice Awards Red Carpet Show, which aired on CW properties.

Additionally, the new teaser video starring DeVito will air once on TV during the Super Bowl LII pre-game show on NBC.

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