Those M&M’s characters sure have come up in the world. Now, they’re advertising two of NBC’s TV shows on the network—much like real-life celebrities tout their shows.

The two 10-second spots, by BBDO New York, started running this month and tout Frasier’s time-slot move to Tuesdays at 9 p.m. EST and Will & Grace’s move to Thursdays at 9 p.m. EST. This is the first time the red and yellow animated candy characters—used previously in spots for the Hackettstown, N.J.-based M&M/Mars brand—have been used in this way, said Melanie Mitchem, general manager, corporate communications at the New York agency.

In one spot, Red says, “Watch Frasier now on Tuesdays.” Yellow sings, “On NBC,” then sprouts feathers. “Where’s the peacock?” asks Red, referring to NBC’s logo. “It’s a long story,” re-plies Yellow.

“They’ve become three dimensional, and they have personalities,” said Mitchem, referring to the characters’ “cele-brity” status.

A print component of the effort starts in October with executions in TV Guide, Entertainment Weekly and People.