Brand Research
m&m’s is a chocolate brand with over 80 years of history. It was established in the 1940s, and by the 1950s, the slogan “Look for the m on every piece” was introduced, with “m” printed on every chocolate since then. In the 1990s, m&m’s began offering chocolates in multiple colors and various flavors, such as peanut in addition to milk chocolate. Today, the colors of m&m’s include orange, brown, red, yellow, green, and blue.
Historically, m&m’s commercials have conveyed messages of unity (a pack of m&m’s can be used to apologize and restore relationships) and fun (showing how people might feel if m&m’s were desperate to eat them, or m&m’s eating their own chocolate brothers). m&m’s are often anthropomorphized into cartoon characters with different appearances and personalities.
The ad "Group Talk" successfully utilized this concept by telling the story of a caramel taking a job interview in front of all the m&m’s characters, introducing a new caramel flavor. The ad “Human” even turned a red m&m into a human to strengthen the use of personification.
Design Concepts
Given that m&m’s past advertisements have emphasized humor and playfulness while personifying the chocolates into diverse cartoon characters, I aim to continue these themes in my commercial. The central tone will focus on joy and playfulness, bringing the chocolates to life by allowing them to move at different speeds and make sounds. The concepts of “journey” and “game” were chosen because a great journey or game is often varied and full of surprises, mirroring the experience of eating m&m’s.
In the commercial, the viewer follows an m&m on a journey, meeting different m&m’s and encountering various scenes, such as tangled roads, vessel-like paths, and spirals. These experiences come together to create a unique, colorful, and unforgettable adventure, conveying that eating m&m’s is like embarking on a vibrant journey. My goal is for customers to feel that they are gaining a rich and joyful experience each time they eat m&m’s.
In the commercial, the viewer follows an m&m on a journey, meeting different m&m’s and encountering various scenes, such as tangled roads, vessel-like paths, and spirals. These experiences come together to create a unique, colorful, and unforgettable adventure, conveying that eating m&m’s is like embarking on a vibrant journey. My goal is for customers to feel that they are gaining a rich and joyful experience each time they eat m&m’s.
Final Video
