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As one of the most iconic candy brands in entertainment, M&M’S is making its appearance at the biggest night in Hollywood.

With the campaign launching concurrent with The Oscars, M&M’s will use their Messages packs to comment on what is happening throughout the show. These in-the-moment commercials will be contextually placed to feel as if they’re reacting live to what’s happening all through the night (similar to how brands react real-time on Twitter and other social media platforms). The media buy consists of two 15-second spots airing during the red carpet pre-show, and six 15-second spots airing throughout the live broadcast.

M&M's – M&M’S Messages

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M&M’s will extend the campaign into YouTube, with their YouTube Director Mix. With this, M&M’s created customized videos at scale tailoring M&M’s Messages to specific audiences and content.  There are 55 versions total that, through the Directors Mix, will be highly-targeted to feel “customized” based on date, time of day, or popular content searched.

The total program, from pack design to campaign launch and supporting work was conceived by BBDO NY, as part of a full 360 campaign including TV, OLV, social and in store promotion. 

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