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M&M’s is back advertising in the Super Bowl this year, with a new creative strategy that centers celebrities as the stars of the candy brand’s narrative, instead of their at times controversial spokescandies.
The campaign, designed with help from long-standing agency partner BBDO, focuses on throwing a bone to those who didn’t win big, specifically Dan Marino, Terrell Owens and Bruce Smith, football legends who didn’t win in their Super Bowl appearances. The athletes will be joined by actress Scarlett Johansson, who didn’t win for two Oscar nominations.
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