The new 30-second spot, produced by BBDO New York, will air during the third commercial break in the second quarter of Super Bowl LVII, which will be broadcast on FOX on Sunday, February 12, 2023.
Mars said it will be one part of an extensive, immersive campaign throughout the month surrounding Super Bowl.
The confectionery giant has been a part of Super Bowl's show-stopping advertising lineup for more than a decade collectively across its portfolio of brands, and for the 2023 sports spectacular, it will also present ads for its dog food brand Pedigree and pet treats brand Temptations.
Mars has a history of celebrated ad campaigns debuting around the Super Bowl, one of the biggest consumer stages in the world, which attracted a TV audience of almost 100 million in 2022. Most recently, the 2021, M&M'S ‘Come Together’ spot was ranked #4 on USA Today's Ad Meter, and in 2020, the Snickers ‘You're Not You’ 2010 spot, was ranked as the #1 best Super Bowl commercial over the last 25 years by USA Today.
"Mars has delivered some of the most buzz-worthy Super Bowl moments over the years, and we're inspired by the M&M'S brand being back in the mix in a new way for 2023," said Gabrielle Wesley, Chief Marketing Officer, Mars Wrigley North America.
"M&M'S brings people together through the power of fun to foster belonging, with universal humor that entertains fans in a way only a globally loved and legendary brand like M&M'S can. The latest campaign extends our purposeful work over the last year but is rooted in a new creative territory, and we can't wait for our fans to see what's about to unfold."
The Super Bowl LVII spot continues the momentum of a transformative year for M&M'S, with a refreshed brand purpose and visual identity rooted in purpose, forming the first ever M&M'S Advisory Board, partnering with artists and entertainers on custom collaborations. It has also introduced the first new character in over 10 years, Purple, as it seeks to attract Gen Z consumers.