Inside M&M's Absurd Gambit to Turn Danny DeVito Into a Super Bowl-Sized Spokescandy

A tale of moxie and … cannibalism

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It’s a late day in November and Danny DeVito is waist deep in a chocolate pool—well, he’s not exactly wading in molten chocolate, but a liquid mixture of sorts. This brown soup is meant to resemble a chocolate pool and it will, after some retouching in postproduction. Mars and BBDO are in the midst of filming a 30-second M&M’s spot for the Super Bowl airing on Feb.

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This story first appeared in the Jan. 29, 2018, issue of Adweek magazine. Click here to subscribe.