M&M's Bars: Bad Passengers

Mars Wrigley UK has launched a new advertising campaign for M&M's Bars - the latest extension to the M&M's brand. The digital campaign, backed by a 1.4 million Euro, media spend, follows on from a stream of best in class digital launches from the brand. The campaign, which sees a suite of over 50 new digital assets all featuring the M&M's characters comically stuck in a chocolate bar, launches alongside the return of the brand's celebrated Super Bowl advert 'Bad Passengers' - created by BBDO New York. The campaign will be unmissable across social media and digital out of home - supported by influencer campaigns and a brand partnership with LADbible - and is expected to achieve a total of 466 million impressions. The 30-second ‘Bad Passengers’ commercial, which was found the most emotionally engaging ad of this year’s Super Bowl[1], has been adapted for a UK audience and features the M&M’s characters Red, Yellow, and Orange stuck in a M&M’s Bar. The amusing situation that the characters have found themselves in is also entertainingly told across the vast range of corresponding creative assets. The launch was created in conjunction with CLM BBDO Paris.