M&M’s Will Return to the Super Bowl With a 30-Second Spot After a 3-Year Hiatus

After three years away from the Big Game, M&M’s will return to the Super Bowl with a 30-second spot from BBDO in New York.

M&M’s is part of the Mars Wrigley Confectionery U.S. company, which also owns Snickers and Skittles. Snickers will not have an ad in Super Bowl LII, but it has a “big year planned, including the launch of three new flavors that will hit store shelves in June,” according to a spokeswoman. Skittles will be announcing its Super Bowl plans at a later date.

“The Super Bowl is such an iconic event, and we’re thrilled to be bringing M&M’s back to the Big Game this year,” said Allison Miazga-Bedrick, Brand Director, M&M’s. “Some of the beloved M&M’s spokescandies will be back in action like never before, and we’re excited to showcase M&M’s as the entertainment brand that our fans know and love.”

The last time the candy brand was in the Big Game was in 2014 with a spot called “Delivery,” in which spokescandy Yellow had a starring role.

• 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 LII Ad Tracker. And join us on the evening of Feb. 4 for the best in-game coverage of the Super Bowl commercials anywhere.

Kristina Monllos

@KristinaMonllos

Kristina Monllos is a senior editor for Adweek.