M&M's Light Touch for Dark Chocolate

CHICAGO Eschewing the “elegant” approach adopted in most dark-chocolate advertising, M&M’s is upping the fun quotient in a print campaign for its newest product extension.

One ad created by Omnicom Group’s BBDO, New York, for M&M’s Dark Chocolate debuted Wednesday at New York’s Guggenheim Museum declaring “Dark just got fun.” The execution features M&M’s mascot “Red” playing hopscotch in front of Edvard Munch’s dark masterpiece The Scream.

The Hackettstown, N.J., arm of Mars Inc. is also offering a reward of 2 million Dark Chocolate M&M’s for the return of the painting, which was stolen from the Munch Museum in Oslo, Norway, on Aug.