Christina Applegate Threatens to Break Some M&M’s Spokescandies Apart in Super Bowl Ad

Brand promotes its new chocolate bar in 30-second spot

It's the first time M&M’s has used a Super Bowl spot to debut a new product. M&M's
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Christina Applegate has had it absolutely up to here with all the kicking, hitting and whining in the backseat. In M&M’s 30-second Super Bowl spot released today, the actress tries her best to focus on the road, but her rowdy passengers finally get to her.

You’d think it would be a couple of rambunctious kids, but you’d be wrong.

Yep, you guessed it. It’s M&M’s spokescandies (red, yellow and orange) stuck into a giant chocolate bar. M&M’s is using the ad, “Bad Passengers,” to introduce a new product—M&M’s chocolate bars.

“The surprising reveal at the end of the ad showcases the colorful fun of our brand in its newest form—M&M’S stuck together in a creamy chocolate bar,” Allison Miazga-Bedrick, brand director, M&M’S, said in a statement. There are currently five different flavors of the candy bar on the market: peanut, milk chocolate, crispy, almond and crispy mint.

This is the first time M&M’s has used a Super Bowl spot to debut a new product but not the first time we’ve seen the spokescandies in a Big Game ad. Last year, the brand worked with actor Danny DeVito in a humorous spot in which DeVito plays himself, trapped in the body of spokescandy Red. 

BBDO New York handled creative for the brand’s Super Bowl LIII spot, which will air during the Feb. 3 broadcast on CBS.

For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LIII Ad Tracker. And join us on the evening of Feb. 3 for the best in-game coverage of the Super Bowl commercials anywhere.

@ktjrichards Katie Richards is a staff writer for Adweek.