Yellow Gets the Starring Role in M&M’s Super Bowl Spot

Character is abducted in the teaser

Headshot of Tim Nudd

A year after the Red M&M belted out Meat Loaf's "I'd Do Anything for Love (but I Won't Do That)," it's Yellow's turn to take the spotlight during the Super Bowl.

The Mars candy brand just released a teaser for its 30-second spot, set to air in the first half of the Feb. 2 broadcast. Not much is revealed, aside from some aerobics and an abduction via tranquilizer dart.

The spot, from BBDO New York, will promote peanut M&M's.

"It's about time we remind the world how irresistible M&M's Peanut really is," Seth Klugherz, senior director of M&M's Chocolate Candies, said in a statement. "Each M&M's Peanut is literally 1 in 100—meaning we have to sort through 100 different peanuts, just to find one that's lucky enough to make its way into a bag of M&M's Peanut."


Client: Mars/M&M's

Title: "Abduction"

Agency: BBDO, New York

Chief Creative Officer: David Lubars

Executive Creative Directors: Tim Bayne, Lauren Connolly

Senior Art Director: Eduardo Petersen

Art Director: Jamie McCelland

Copywriter: Roberto Danino

Senior Producer: Regina Iannuzzi

Producer: Sofia Doktori

Senior Account Director: Susannah Keller

Account Director: Carrie Lipper

Account Manager: Tani Nelson

Account Executive: Alyce Regan

Production Company, Visual Effects: Laika, House

Executive Producer, President: Lourri Hammack

Director: Kirk Kelly

Producers: Zilpha Yost, Julie Ragland

Editing House: PS260

Editors: Maury Loeb, Ned Borgman

Assistant Editors: Matt Posey, Colin Edelman

Senior Producer: Laura Patterson

@nudd Tim Nudd is a former creative editor of Adweek.