M&M's
SPOKESCANDIES
ON PAUSE
Cannes Lions Gold & Bronze Winner
The TV Spot & Campaign.
The M&M's 'Spokescandies on Pause' campaign aimed to transform organic audience discourse into a high-impact brand narrative. It began by embracing the passionate fan discussions surrounding a fresh visual update for the iconic M&M’s mascots. Mars announced they made the strategic decision to put the Spokescandies on an indefinite pause, sparking global intrigue, and appointed Maya Rudolph as the new Chief of Fun. This momentum built seamlessly toward the Super Bowl LVII commercial, where a satirical spot featuring Ma&Ya's Candy Coated Clam Bites captivated viewers and dominated media headlines. The campaign concluded with the triumphant return of the beloved characters, rewarding the audience for their loyal engagement throughout the journey. By leaning into the cultural conversation, this initiative successfully amplified brand visibility and solidified the mascots' enduring status in pop culture.
The first in-house Superbowl production at Mars Snacking, I spearheaded the project to demonstrate the strategic value and high-quality output of in-house creative capabilities. Pre-production involved diligent management of the production budget to ensure optimal resource allocation. Transitioned into a hands-on role during production to execute all on-set photography. Provided comprehensive art and creative direction throughout the set production and post-production phases.
Managed critical pivots during the Super Bowl spot reveal, employing rapid crisis management to resolve unforeseen issues in real-time. Successfully protected the brand narrative while maintaining visibility during the highest-stakes moment of the broadcast.