After revealing a teaser spot showing Danny DeVito floating in a vat of chocolate, M&M's has released its full 30-second Super Bowl ad featuring the actor transformed into a human version of the Red M&M.
The commercial was released today (January 29) online in advance of its airing during the first quarter of Super Bowl LII this Sunday, Feb. 4, on NBC. It focuses on how M&M’s spokescandies cope in a world filled with people who want to eat them.
The new spot, which was created by BBDO New York, opens with Ms. Brown walking down a busy sidewalk alongside Red, who complains that people keep trying to eat him. He discovers a ‘lucky’ penny and wishes he could become human. Miraculously, his wish is granted and he takes on the human form of DeVito. After Red transforms, he walks around asking if people want to eat him, to comic effect. As he rejoices in his less edible human form, he gets smacked into reality by a passing truck.
“When casting for a human that embodies the personality of our Red M&M’s spokescandy, we were looking for someone who is known for having a sarcastic sense of humor and know-it-all wit – Danny DeVito was the perfect human match,” said Allison Miazga-Bedrick, brand director, M&M's. “We hope our fans will be entertained by how we bring Red together with an iconic celebrity in a way that’s never been done before.”
Knowing that more people watch Super Bowl ads online, the brand tapped into the popularity of social influencers by casting YouTube star, actor and singer Todrick Hall in this year’s commercial. During the spot, DeVito asks Hall, “Do you want to eat me?” – and Hall responds by shaking his head in disgust.
“We often collaborate with social influencers to create and share branded M&M’s content in their own colorful and fun way,” said Miazga-Bedrick. “This time, we flipped our approach and surprised Todrick Hall’s fans with an unexpected appearance in our Super Bowl LII commercial.”
Leading up to the big game, in the Super Bowl LII host city of Minneapolis, M&M’s will bring a Twitter-activated vending machine to the Super Bowl experience on Saturday, Feb. 3, to give fans a chance to view the new commercial and taste M&M’s chocolate candies. Additionally, cars on several Metro train lines will be wrapped in M&M’s branding leading up to the game.