Maya Rudolph made her debut as the new M&M’s spokeswoman during a Super Bowl ad for “Ma&Ya’s Candy Coated Clam Bites”, but was quickly replaced by the original candy mascots at a post-game “press conference”.
Rudolph referred to “Candy Coated Clam Bites” in the first ad, along with human actors dressed in the original colors of the candy spokesmen. The red M&M briefly appeared behind Rudolph, holding a “HELP” sign.
But his stint as the face of the brand was short-lived. In a follow-up announcement, the original spokespersons hosted a press conference to announce his return.
“This is what I was made for,” said the purple M&M during the spot. “I mean, as a walking, talking candy, my options are pretty limited.”
The orange M&M, which was rebranded as a mental health advocate last year, brought up her anxiety.
The “spokescandies” that had long represented the brand were embroiled in controversy after M&Ms revamped the characters’ appearance to be more “inclusive” last year.
The two female M&Ms became a flash point in the culture war as their outfits were swapped out for less traditionally feminine outfits. Brown M&M stilettos were reduced to sensible pumps, and M&M’s iconic green heeled go-go boots were replaced with white pumps. However, many social media users jokingly demanded the return of “sexy M&M’s.”
Pets received backlash again this year after the brand “Flip the status quo”, which supported women in the creative industries with limited-edition bags featuring female “spokescandies”. Fox News Anchor Tucker Carlson denounced the “woke up M&M’s” on a recent broadcast.
Rudolph replaced the original mascots last month when M&M’s announced it was taking an “indefinite hiatus” from the use of its “polarizing” anthropomorphized candy mascots in favor of a “spokesperson the United States can agree with.” Many online immediately speculated that the ad was a bit for a Super Bowl ad.
Spokesmen said Sunday they were back for good. “I can’t believe they put us on hiatus,” said the red M&M.
Daysia Tolentino contributed.
