M&M’s launches Screentime campaign

Created by agency BBDO Chicago, and composed of three 15-second spots, Telenovela, Scene of the Crime, and Unanimous, the new work puts the brand’s iconic characters into three instantly recognisable TV and movie tropes, from telenovelas to crime thrillers, for a fresh take on the classic M&M’S humour fans know and love.

The campaign marks a continuation of the iconic M&M’S humour that's defined some of their most memorable work, and taps into the brand's ongoing connection to entertainment and movie-watching culture, from being an iconic movie theatre snack to decades of brand partnerships across TV and film. 

This new work leans into that legacy with surprising “reveals”, wherein the Spokescandies cast suddenly appear in familiar TV and movie tropes. Whether it’s a telenovela, a crime thriller, a reality TV drama, each spot sets up a world that audiences instantly recognise before delivering a classic unexpected M&M’S twist. 

The work is reminiscent of some of the most iconic spots, and carries the same unexpected, universal humour that made earlier work like Hostage, Trailer, and Unanimous Decision so memorable.

Shot in Toronto with director Rami Hachache of PRETTYBIRD, the campaign launched on September 24th, and will run across broadcast, FEP, programmatic, and social.

Josh Gross, Chief Creative Officer, BBDO Chicago said: "M&M's with your favourite movie or TV show is always a great idea. Turns out, M&M's in your favourite movie or TV show is pretty great too. It works so well because these Spokescandies feel like a cast we've known for years. We love them – but we kinda want to eat them – and that tension is irresistible."