Mars flagship candy brand M&M's will return to the Super Bowl with a new spot that will air during the first commercial break in the first quarter of the game on Feb. 11, 2024, according to a press release. The ad is the brand's ninth trip to the Super Bowl, dating back to 1998, and will lean into its purpose: using fun to include everyone.
"M&M's is more culturally relevant than ever and for more than 80 years this Mars brand has delivered entertainment and excitement for fans," said Mars Wrigley North America CMO Gabrielle Wesley in the release. "M&M's has shown up big at the Super Bowl over the past two decades and we're excited to continue celebrating our relationship with the NFL by using the moment to kick off a new focus on product for M&M's in 2024."
The campaign comes after the brand put its spokescandies on an "indefinite pause" in the lead up to its last Super Bowl spot, which starred actress Maya Rudolph. The move toyed with the polarizing nature of a previous rebrand that some conservative commentators criticized as "woke." Despite the controversy — and a puzzling game day spot — the effort won a Gold Lion Award for Creative Strategy at the Cannes Lions Festival of Creativity.
The new 30-second ad was produced by BBDO New York. Along with the M&M's spot, Mars brand Snickers will serve as the presenting sponsor of the NFL Network Total Access Desk activation at the Super Bowl Experience at the Mandalay Bay Convention Center in Las Vegas. Additionally, a custom Snickers Ice Cream Truck will give away products at the Gameday Experience on Feb. 11.
M&M's is the latest brand to announce its Super Bowl ad plans, joining fellow snack brands Oreo, Pringles and Nerds, which will be making its big game debut.
