M&Ms Announces It Will Return to the Super Bowl With a Humorous 30-Second Spot

BBDO New York will handle creative for the ad

M&Ms announced today that they will be returning to the Super Bowl with a 30-second spot. M&Ms
Headshot of Katie Richards

M&M’s is back in the game. The Mars candy brand announced it will run a 30-second spot during the first quarter of the Big Game, held this year on Feb. 3. Fans will see the spot air during the first commercial break.

“We’re excited to bring M&M’S back to such an iconic stage as the Super Bowl. You’ll see the return of fan-favorite spokescandies, along with big news from the brand that we know fans will love,” Allison Miazga-Bedrick, brand director of M&M’s, said in a statement.

This marks the brand’s second consecutive Big Game ad. Prior to its ad earlier this year, the brand had been away from the game for three years. For its return in 2018, the brand went big, tapping Danny DeVito for a humorous ad where the actor plays an M&M that turns into a human. (Check out Adweek’s cover story, which offers a behind the scenes look at how that ad came together.)

BBDO New York will handle creative for the 30-second spot. M&M’s did not disclose any other details around the creative at this time but ensured that humor will be a theme once again.

@ktjrichards katie.richards@adweek.com Katie Richards is a staff writer for Adweek.