M&Ms creates in-the-moment commercials for the oscars broadcast
By Sara Shaw • February 14, 2020
M&M’s returned to the Oscars for the first time in five years with a campaign meant to make it seem like its animated candy characters are aware of what just happened during the broadcast.
The effort included two 15-second spots that ran during the pre-Oscars red carpet broadcast and six 15-second spots peppered throughout the Academy Awards.
The approach is somewhat similar to the way brands play off of live events on Twitter and other social media platforms, such as the ways brands react to touchdowns or commercials during the Super Bowl. This effort brings that kind of messaging to linear TV, with ads that will follow certain moments during the Oscars.
The campaign highlights the limited-edition “messages” packaging M&M’s began rolling out to stores in late January featuring comments meant to be from the six “spokescandies.”
Watch some of the spots here.