The One Show
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Category
Integrated Campaign
Annual ID
OS23_IG012S
About the Work
In 2023 M&M’s had the most talked about Super Bowl campaign in our history, but the story starts over a year out from the big game, with a simple shoe change we didn’t expect to break the internet.
At M&M’S we believe in the power of fun to bring people together - but, after making some updates to our iconic characters, we found ourselves in the center of a divisive, at times way-too-serious dialogue over spokescandy footwear. So we wanted to change the tone of that charged conversation, and bring the fun back into it, by starting an even more absurd one.
Beginning with a controversial announcement that we were replacing our iconic spokescandies with Maya Rudolph - we got the world’s attention as Maya Rudolph transformed the brand further with her own increasingly outrageous changes, and the now jobless Spokescandies went to find new roles. Culminating in a bizarre Super Bowl spot for Ma&Ya’s Candy Coated Clam Bites - we finally gave in to the public’s demands, and brought the spokescandies back by the end of the game.
Across a variety of mediums our Maya and Spokescandy storylines played out simultaneously. Via OLV, OOH, and even the M&M’s online store, the public kept up with the transformation of M&M’S into Ma&Ya’s while fans followed the characters new pursuits through social media and innovative brand partnerships. These plots then converged on TV in front of a Super Bowl audience.
Tapping into a charged cultural moment, and bringing our fans along for the ride - we leaned into the conversation around our brand, and used our Superbowl campaign to bring a divided America together, along a journey that helped us all laugh at ourselves, and agree on at least one thing: clams do NOT belong in candy.
At M&M’S we believe in the power of fun to bring people together - but, after making some updates to our iconic characters, we found ourselves in the center of a divisive, at times way-too-serious dialogue over spokescandy footwear. So we wanted to change the tone of that charged conversation, and bring the fun back into it, by starting an even more absurd one.
Beginning with a controversial announcement that we were replacing our iconic spokescandies with Maya Rudolph - we got the world’s attention as Maya Rudolph transformed the brand further with her own increasingly outrageous changes, and the now jobless Spokescandies went to find new roles. Culminating in a bizarre Super Bowl spot for Ma&Ya’s Candy Coated Clam Bites - we finally gave in to the public’s demands, and brought the spokescandies back by the end of the game.
Across a variety of mediums our Maya and Spokescandy storylines played out simultaneously. Via OLV, OOH, and even the M&M’s online store, the public kept up with the transformation of M&M’S into Ma&Ya’s while fans followed the characters new pursuits through social media and innovative brand partnerships. These plots then converged on TV in front of a Super Bowl audience.
Tapping into a charged cultural moment, and bringing our fans along for the ride - we leaned into the conversation around our brand, and used our Superbowl campaign to bring a divided America together, along a journey that helped us all laugh at ourselves, and agree on at least one thing: clams do NOT belong in candy.
2023 Awards
Total Points: 21
Silver Pencil
Credits
Agency
BBDO / New York
Client / Brand
Mars Wrigley / Newark
Production Company
Pretty Bird
Music / Sound Production Company
Sound Lounge
Chief Creative Officer
David Lubars
Luiz Sanches
Matt MacDonald
Executive Creative Director
Alex Booker
David Cuccinello
David Povill
Humberto Fernandez
Peter Kain
Philip Sicklinger
Account Director
Melissa Reisman
Group Planning Director
Yin Chung
Senior Art Director
Maya Iwata
Senior Copywriter
Benner Rawley
Strategy Director
Dexter Blumenthal
Account Manager
Leah Baumgarten
Sarah Cerbone
Assistant Account Executive
Ankita John
Associate Art Producer
Cleo Montagnana
Associate Creative Director, Design
Bhanu Arbuaratna
Commerce
Tracy-Locke
Editing
Cut+Run
EVP, Director of Content Production
Alex Gianni
EVP, Senior Account Director
Ashley Gill
Influencer
Ketchum
Junior Producer
Esther Lee
Measurement
Rapp
media
Essence Mediacom
Music Production Coordinator
Katie Theobalds
Precision Marketing
Critical Mass
President & CEO
Kirsten Flanik
Production
House Special
Jogger
Walker
public relations
Weber Shandwick
Senior Business Affairs Manager
Shelly Bloch
Senior Music Producer
Julia Millison
SVP, Head of Connections Planning
Enda Conway
SVP, Project Management Director
Mark Lester
VP, Account Director
Grace Hargrave-Thomas
VP, Group Director of Marketing Science
Derek Zimmerman
VP, Group Executive Producer
Kimberly Clarke
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