Super Bowl Commercial Will Have People Spelling Danny DeVito’s Name With M&Ms
By Barry Janoff
January 22, 2018: He’s been The Penguin, Martin Weir (Get Shorty), Frank Reynolds (It’s Always Sunny In Philadelphia) and Louie DePalma (Taxi).
Now, Danny DeVito meets his most challenging role: As an M&M in a spot to air during Super Bowl LII, Feb. 4 on NBC.
"When M&M'S approached me about starring in their Super Bowl commercial, I quickly jumped on the opportunity to partner with such an iconic brand," DeVito said in a statement. "Plus, who can resist seeing me in a giant pool of chocolate?!"
The 30-second spot with DeVito will air during the first quarter of Super Bowl LII, according to the brand, which teased the commercial with a 15-second clip. This will be M&M’s first Super Bowl spot since 2014 (Super Bowl XLVIII).
Lead agency is BBDO New York.
The teaser spot shows DeVito laying a pool of gooey liquid dressed as a red M&M. “Mmmm, Super Bowl,” he says as he covers himself with chocolate.
According to Allison Miazga-Bedrick, brand director for Mars’ M&M’’s, ”Much like M&M'S, Danny DeVito knows how to entertain.
“We felt that Danny DeVito brought the perfect amount of humor needed for this year's Super Bowl spot, and we know our fans will be delighted to see how he interacts with some of our beloved spokescandies."
Thirty-second spots on NBC are going for more than $5 million. NBC Sports said it anticipates $900 million in ad revenue for the game between the Philadelphia Eagles and New England Patriots.
"The Super Bowl is such an iconic event and we're thrilled to be bringing M&M'S back to the big game this year," said Miazga-Bedrick. ”Some of the beloved M&M'S spokescandies will be back in action like never before and we're excited to showcase M&M'S as the entertainment brand that our fans know and love."
Since Super Bowl XLIV in 2010, no telecast has averaged fewer than 106.5 million viewers, with a record average of 114.4 million for Super Bowl XLIX in 2015. Super Bowl 50 averaged 111.9 million; last year’s game averaged 111.3 million.
The ad roster for Super Bowl LII, still to be finalized, currently includes Anheuser-Busch, Avocados From Mexico, Coca-Cola, PepsiCo (Doritos, Mountain Dew, Pepsi), Groupon, Hyundai, Intuit, Kia, Kraft, Toyota’s Lexus, Mars’ brand M&Ms, Monster Products, Kelloggs’ brand Pringles, Squarespace, Toyota, Intunit’s Turbotax, Verizon and WeatherTech.
Anheuser-Busch In Bev was the leading advertiser during Super Bowl LI last year with a spend of $35 million. The beer maker, which has national broadcast exclusivity for the category, has placed in the Top Two of the annual rankings for at least 36 consecutive years, according to research and consulting firm Kantar Media, NY.
Deutsche Telekom ranked second last year with $30 million of spending for the T-Mobile wireless brand, followed by Procter & Gamble ($25 million), Fiat Chrysler ($20 million), 21st Century Fox ($15 million) and 84 Lumber ($15 million).
Super Bowl LII
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