Spokescandies on Pause

Entire Online Campaign

2023

BBDO and Critical Mass, Calgary, AB
w: criticalmass.com

Client: M&M'S Ad Agency: BBDO Chairman, Chief Creative Officer: David Lubars Chief Creative Officer: Luiz Sanches, Matt MacDonald Executive Creative Director: David Cuccinello, David Povill, Peter Kain, Alex Booker, Philip Sicklinger Art Director: David Cuccinello, Alex Booker Writer: David Povill, Peter Kain, Philip Sicklinger Senior Art Director: Maya Iwata Senior Copywriter: Benner Rawley Executive Creative Director, Design: Humberto Fernandez Associate Creative Director, Design: Bhanu Arbuaratna SVP, Project Management Director: Mark Lester EVP, Director of Content Production: Alex Gianni VP, Group Executive Producer: Kimberly Clarke Jr. Producer: Esther Lee Assoc. Art Producer: Cleo Montagnana Sr. Business Affairs Manager: Shelly Bloch Senior Music Producer: Julia Millison Music Production Coordinator: Katie Theobalds President & CEO: Kirsten Flanik EVP, Senior Account Director: Ashley Gill VP, Account Director: Grace Hargrave-Thomas Account Director: Melissa Reisman Account Manager: Leah Baumgarten, Sarah Cerbone Assistant Account Executive: Ankita John EVP, Group Strategy Director: Yin Chung Strategy Director: Dexter Blumenthal SVP, Head of Connections Planning: Enda Conway VP, Group Director of Marketing Science: Derek Zimmerman Ad Agency: Critical Mass Chief Creative Officer: Val Carlson Chief Brand & Content Officer: Rankin Carroll SVP, Executive Creative Director: Ferdi Wieling Copy Director: Alison Steingold Associate Creative Director: Carla Smith VP, Creative Engineering Director: Sylive Mercier Creative Engineering Director: Cody Muri Executive Design Supervisor: Peter Gehring EVP, Client Partner: Alysson Scartz VP, Client Partner: Lauren Rapoport Associate Program Director: Sarah Lobdell Senior Producer: Tommy Costello EVP, Strategic Planning: Scott Hughes Marketing Science Director: Kelsey Evans Production Company: Pretty Bird, House Special Director: Matt Piedmont VP, Executive Producer: Suzanne Hargrove Production Company: House Special Creative Director: Kirk Kelley Production Company: Walker Production Services Managing Director: Sara Matarazzo Senior Producer: Dottie Scharr Music Editor: Garrett Chabot Editing Cut & Run Editor Robert Ryang VFX: Jogger Creative Director: Jun Lee Audio Production: Sound Lounge Executive Producer:Dana Villarreal Audio Mixer: Tom Jucarone Client: Mars Wrigley Chief Marketing Officer: Gabrielle Wesley Sr Director Brands & Content: Marissa Viola Global Content Architect, M&M’S: Chris Brody Mars Corp Affairs Lead: Angelina Franco VP, Corporate Affairs: Jessica Adelman Digital Marketing Manager, M&M’S: Candice McNamara Creative Services Manager: Joe Lloyd Senior Brand Manager, M&M’S: Chanel Gant Senior Associate Brand Manager, M&M’S: Catherine Sutcliff Head of Social Media and Digital Content Studio: Michael Italia Social Media Strategist, M&M’S: Danimarie Roselle PR: Weber Shandwick Executive Vice President, Head of Practice Integration: Jerry Gleason Executive Vice President, Client Experience: Gabby Sagers Senior Vice President, Client Experience: Kelly Miller Vice President, Client Experience: Dave Bauer, MJ Baker Account Director, Client Experience: Austen Hohendorf, Stephanie Berger Manager, Client Experience: Caroline Tobin Senior Associate, Client Experience:Libby McCarthy Associate, Client Experience: Thidasavanh (Rakel) Crockett, Alia Arif Associate, Media Relations: Jasper Turner Senior Vice President, Media Relations: Katie Durkin Account Director, Media Relations: Morgan Abercrombie Vice President, Media Relations: Allison Wilson Chief Creative Officer: Jim Paul Group Creative Director: Dan Jividen Creative Director: Max Sollisch Senior Vice President, Strategic Planning: Mark Rasmussen Vice President, Strategic Planning: Marton Harsanyi PR: Ketchum Chief Innovation Officer: Erin Lanuti Managing Director, Consumer Food Public Relations: Jimmy Szczepanek Chief Data & Strategy Officer:Mary Elizabeth Germaine Director, Analytics and Technology Innovation: Kaitlin Hileman EVP, Head of Influencer: Jenny Heinrich Account Supervisor, Influencer: Abbiegayle Byer Media: Tracy-Locke Executive Creative Director: Dan Cishek Chief Transformation Officer: Ashish Oak Chief Strategy Officer: Curt Munk President: Tina Manikas Chief Creative Officer: Phil Camarota Client Service Director: Robert Guarino, Executive Creative Director: Sanford Stein Creative Director: Matthew Nevins Creative Vice Chairman, CEO: Michael Lovegrove Senior Vice President: Tanya Greene Chief Client Officer: Michael Bartlett Media: Essence MediaCom Business Lead, Mars Wrigley: Marissa Yoss Portfolio Lead, Integrated Planning: Kate Baldwin Associate Director, Integrated Planning: Megan Nash Portfolio Investment Lead, Direct Investment: Chris Lally Investment Lead, Direct Investment: Marisa Skolnick Associate Director, Direct Investment: eamus McGorray Director, Programmatic: Nadia Choi Associate Director, Programmatic: Alexandra Bater Associate Director, Search: Fahd Aziz, Ashley Limone Group Director, Intelligence: Sarah Fuda Director, Measurement: Michelle Lee Manager, Measurement: Orin Conn

Winning Entry: vimeo.com/844389433/097e755b76

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. 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.