M&M Super Bowl Commercials 2012: Candy Giant Owns Super Bowl with Hilarious Spot

T.J. Mcaloon@@tjmcaloonContributorFebruary 6, 2012

INDIANAPOLIS, IN - FEBRUARY 05:  Eli Manning #10 of the New York Giants reacts against the New England Patriots during Super Bowl XLVI at Lucas Oil Stadium on February 5, 2012 in Indianapolis, Indiana.  (Photo by Jamie Squire/Getty Images)
Jamie Squire/Getty Images

There was only one company that dominated the Super Bowl commercials, and that was M&M’s with their hilarious spot during the game.

For some people, the Super Bowl is known more for the commercials than it is for the game. It is why companies had to pay between $3.5 to $4 million this year just for a 30-second spot. 

The pressure is at an all-time high for these corporations, as a great ad can spike sales. For example, the web-based company Go Daddy broke its own records for sales on a Super Bowl Sunday because of their ad.

According to a press release from the company, their 30-second spot featured a QR code that produced the “best mobile website traffic ever.”

However, according to Yahoo! Finance, M&M’s “It’s that Kind of Party” ad was rated No. 1 on Kellogg’s School Super Bowl Advertising Review. 

"M&M'S commercial introduced Ms. Brown, a new character, and kept in line with the brand's equity," said Clinical Professor of Marketing Tim Calkins, who leads the event with a panel of students from the Kellogg School of Management at Northwestern University. "At Kellogg, our Review evaluates the ads based on strategic execution and the potential to build brands, and M&M'S did this well." 

The spot was simple, in that it stuck to what made their previous commercials work so well.  

You had real people talking with one of their candy characters —Ms. Brown— only to have another one of the candies provide the punch line. Usually, it’s the yellow character, with the red candy being the straight guy.  

However, seeing Mr. Red—pardon the pun—come out of his shell was a surprising and hilarious twist to the commercial.  

Plus, when you add in the popular song "Sexy and I Know It" by the group LMFAO, it takes the commercial from great to epic.  

The commercial may not make you want to run out to the local store and purchase a bag of the delicious candy. However, it did its job during the 30 seconds it got during the Super Bowl; it entertained us.  

Which, in the long run, will result in bigger sales and will prove to be well worth the money they spent on the time slot. 


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