The pregame hype winner is …
When it comes to sheer attention, there is no doubt M&M’s is winning the early Super Bowl ad hype game. As documented by Ad Age this week, the brand’s move to sideline its spokescandies in favor of comedian and actress Maya Rudolph has netted headlines in publications ranging from The Hollywood Reporter to Time. Most of the coverage is fixated on the “wokeism” of the brand’s move last year to recast its characters in a more progressive light—and conservative figures such as Tucker Carlson have taken a prominent role in that sideshow.
In a tacit acknowledgment that the Rudolph stunt is maybe being taken a little too seriously by some outlets, the Mars brand on Wednesday issued a statement that, “rest assured, the characters are still our official spokescandies.” As if there was any doubt …
For a behind-the-scenes look at Super Bowl ad planning, check out Ad Age’s Super Bowl Playbook event on Feb. 7. It will feature brand leaders and agency execs behind the ads. Register here for the virtual event.
from Digital Marketing Education https://ift.tt/NCFxMao
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