M&M’s Messages launch at the Oscars
To introduce M&M'S Messages—a series of 34 unique on-pack phrases designed to speak for you—we created eight 15-second commercials that let our bags do the talking by reacting to live moments throughout the Oscars broadcast. Using the show itself to give context to our spots, our commercials were perfectly timed and carefully placed to provide real-time commentary on everything - from the winners, to the losers, to anything in between. And we did it all without knowing our placement until 48 hours before airing.
RED CARPET PRE-SHOW
Our first commercial, titled “Exes,” ran during the Oscars Red Carpet Pre-Show as a way to comment on the inevitable awkward celebrity run-ins that were bound to happen that night. The commercial hearkened back to a moment, just weeks before, at the SAG awards where estranged celebrity couple Brad Pitt and Jennifer Aniston bumped into each other - and the Internet went crazy. The second commercial, “All Movies” commented on the the two types of people who tend to watch award shows: the ones who actually see the movies, and those who don’t.
“Exes”
“All Movies”
IN-SHOW
These next 6 commercials aired throughout the Oscars broadcast, in order of appearance.
“No Host” - For our first in-show commercial, we decided to comment on the controversial decision to go hostless in 2020 (Steve Martin and Chris Rock even made a joke about it right before the spot aired).
“Animated” - This spot aired immediately after the winners for Best Animated Feature and Best Animated Short were announced.
“Winners/Losers” - This spot ran halfway through the show, immediately after Laura Dern accepted her Oscar for Best Supporting Actress.
“Attractive” - This spot ran after a quick camera pan to Brad Pitt and some of Hollywood’s other finest celebs seated in the front row.
“Love Your Self(ie)” - This spot ran immediately following Elton John’s dazzling musical performance of his hit song “(I’m Gonna) Love Me Again.”
“After Party” - This spot ran during the second-to-last commercial break of the night. The ad spoke to viewers at home by playfully acknowledging their inevitable slow Monday at work - be it from lack of sleep or too much movie talk at the water cooler.
Bronze - The Caples Awards, Integrated Campaign