Creative Works Brand Strategy Super Bowl LVII

M&M’s strange Super Bowl LVII saga continues: Maya Rudolph adds clams to the Ma&Ya’s mix


By Audrey Kemp, LA Reporter

February 2, 2023 | 7 min read

Not only are M&M’s now Ma&Ya’s: Maya Rudolph’s handiwork has transformed the candies into ‘candy-coated clam bites’ as the candy brand’s polarizing Super Bowl stunt unfolds. UPDATED: Click here for the Super Bowl conclusion to the story.

maya rudolph

Ma-Ya’s become ‘candy-coated clam bites’ / Credit: Mars Wrigley

Think candy shells are crunchy? Maya Rudolph implores you to try clam shells.

Ma&Ya’s, formerly known as M&M’s, will allegedly be filled with clams moving forward under Rudolph’s leadership, according to a video released by the Mars-owned candy brand today. “They’re clamderful,” she boldly proclaims in the video, below:

The announcement marks the latest chapter in a string of strange stunts from M&M’s leading up to its Super Bowl LVII campaign. Last week, the brand announced that its famous mascots, or ‘spokescandies,‘ would be “taking an indefinite pause“ ahead of the big game and Rudolph would take their place. Since then, Rudolph has “renamed“ the brand Ma&Ya’s and added her face to the chocolate candies’ outer shell. Meanwhile, the brand reports its spokescandies are pursuing their individual passions. Take Orange, for example, who is now a meditation content host on Spotify, and Yellow, who became the face of the Snickers brand, according to an Instagram post made by Snickers last week.

The brand’s stunt has proved polarizing among the press and on social media. Many had questioned aloud why the spokescandies delved into the culture wars.

The teasers will culminate in M&M’s Super Bowl LVII spot, which is slated to air during the third commercial break in the game’s second quarter, according to Mars. The ad campaign was produced by BBDO New York.

See all the Big Game ads announced thus far on The Drum’s Super Bowl LVII Scoreboard. For more, sign up for The Drum’s daily US newsletter here.

Creative Works Brand Strategy Super Bowl LVII

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