M&M's Launched New Spokescandy Ad Campaign
The brand's latest commercial series parodies popular television and film genres.
Updated on Sept. 24, 2026 in Advertising
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M&M's has unveiled a new advertising campaign featuring its iconic spokescandies in settings inspired by crime thrillers, telenovelas, and reality competitions. The brand is utilizing the platform "It's more fun together" to connect its candy products with entertainment experiences.
Why it matters
The campaign aims to position the candy brand as an essential snack for viewers during their favorite entertainment programs. By leveraging recognizable television tropes, the company seeks to deepen its connection with consumers engaged in shared viewing habits.
The campaign consists of three distinct 15-second spots designed for broadcast, video channels, and social media. These advertisements mark the latest creative effort under the brand's current "It's more fun together" marketing platform.
The players
BBDO Chicago
This is a prominent advertising agency that served as the creative lead for the new campaign.
Rami Hachache
He is the director who oversaw the production of the new M&M's commercial spots.
Omnicom
This global communications group handled the production responsibilities for the advertising campaign.
The details
Developed by BBDO Chicago and directed by Rami Hachache, the spots place M&M's mascots into parody-filled television tropes. In these scenes, human characters interact with the spokescandies, often attempting to eat the mascots while they navigate various dramatic scenarios.
Timeline
Mars launched the platform in 2025.
The campaign was active as of September 24, 2026.
Market Landscape
This campaign reflects the broader industry move toward creating highly shareable, genre-specific content to capture attention in a fragmented media landscape. By mimicking popular television formats, the brand is positioning itself to better compete for visibility against other snack-food rivals during peak viewing times.
Viewers can expect to see these advertisements appearing across their preferred broadcast, social media, and video platforms starting in late 2026. These spots are designed to be short and direct, focusing on entertainment-themed engagement rather than changing current retail pricing or product availability.
The takeaway
Advertisers continue to lean into familiar cultural tropes to make product messaging feel more like entertainment for the viewer. Integrating products into popular genres helps brands stay relevant without interrupting the user's viewing experience.
Further reading
For more information on the current state of the industry, visit the Advertising section.
Source note: This article includes information reported by Marketing Dive.
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