Brand connects with nostalgia and signature humor fans know and love.
If there’s one thing wrong with M&M’s, it’s that we don’t get enough of the iconic candy characters. However, this year the brand decided to treat fans to its first new Halloween ad in 11 years, starring Red and Yellow. The 15-second spot, well worth the wait, gave viewers a sense of nostalgia while driving desire in a Likeable manner that builds off the excitement of the upcoming holiday.
Produced by BBDO New York, “Ghosted” brings the spooky spirit with spine-chilling music and eerie visuals, but lightens the mood with a hint of humor. The Emo chart below depicts how viewers connected with the spot for different emotions/reactions — the presence of a given emotion is stronger the farther it is from center. The most intense Emo evoked was Love It, indicating general Likeability of the ad (which is matched by it’s above-candy-advertising-norm Likeability score). A lot of that fondness comes from the spokescandies’ cameos. Both Red and Yellow were named the Single Best Thing about the ad by 23% of viewers and their Likeability is reflected in viewer comments further below.
Building on top of the Love It Emo, the new Halloween spot also registered solid signal for Nostalgic, Ingenious, Quirky, Funny and Cute sentiments. In fact, this ad was more nostalgic than 92% of ads where that Emo is present.
“Ghosted” created a sense of nostalgia as it brought back memories and feelings associated with other timeless ads from M&M’s. Some even (prematurely) agreed this ad is a classic itself. A sample of comments below reflect on the sentimental feeling:
As there are different genres of funny, and humor varies from one viewer to the next, Funny is often accompanied by Quirky or Cute Emos, or in this case both. The ad also successfully generated an appropriate amount of eerie feelings…after all, it is Halloween themed.
Given the Purchase Intent for “Ghosted,” where 63% of viewers said they were much more/more likely to buy, we’re not sure Red or Yellow will make it through the Halloween season uneaten. Congrats to M&M’s and BBDO New York for creating another hit with “Ghosted”!