Dan Levy & M&M’s Super Bowl LV Ad: The Sweet Art of Apology in a Complex World

In the high-stakes world of Super Bowl advertising, where brands vie for attention with elaborate productions and celebrity endorsements, M&M’s successfully cut through the noise with a simple yet profound message: apologies are sweeter with chocolate. Their Super Bowl LV commercial, featuring the beloved Emmy-winning actor and creator of Schitt’s Creek, Dan Levy, delivered a timely dose of humor and genuine sentiment. The ad playfully suggests that even in the most awkward or regrettable situations, a bag of M&M’s can help smooth things over, making it easier to say “I’m sorry” – or perhaps, “oops, I ate one of your friends.” This clever narrative not only showcased the iconic candy but also tapped into a universal human need for connection and forgiveness, all while leveraging Levy’s distinctive charm and wit.

The commercial masterfully presents a series of relatable, albeit exaggerated, scenarios where apologies are due. Imagine accidentally oversharing intimate details during a weekly virtual confessional with friends – a common occurrence in our increasingly digital lives. Instead of lingering in discomfort, the ad suggests reaching for some M&M’s as a peace offering. Or consider a baby’s gender reveal party gone hilariously wrong, with an explosive display backfiring on the unsuspecting parents-to-be. Such a moment, ripe for embarrassment, is instantly softened by the colorful candies. Even the modern-day faux pas of mistakenly calling someone a “Karen,” only to discover it’s their actual name, becomes a prime opportunity for M&M’s to facilitate reconciliation. Each scenario highlights the candy’s role as a social lubricant, a small gesture that can bridge gaps and mend fences.

The ultimate and most delightfully meta scenario involves Dan Levy himself. As the acclaimed creator and star of the critically-acclaimed sitcom Schitt’s Creek, Levy finds himself in an amusing predicament, having apparently devoured one of America’s most beloved mascots – specifically, a sentient M&M. The commercial opens with him apologizing directly to the Green and Brown M&M characters, who appear to be processing the loss of a fellow candy. Levy’s signature deadpan delivery and genuine-looking remorse make the scene both absurd and endearing. His presence adds a layer of pop culture relevance, connecting the candy brand with a demographic that appreciates nuanced humor and authentic celebrity engagement. His statement, “I’m sorry, I really didn’t mean to eat your friend,” encapsulates the commercial’s witty premise and highlights the brand’s ability to laugh at itself while delivering a core message about kindness and apology.

This particular apology from Dan Levy, directed at the anthropomorphic M&M characters, cleverly introduces some deeper, more whimsical questions about the M&M’s universe. The moment raises a humorous, existential query: Which M&M did Levy, or perhaps his iconic character David Rose, consume? The implied loss sparks immediate concern for the other M&M personalities – has anyone checked on the Blue M&M lately? What about the one known for sounding like the distinct voice of actor David Cross? And perhaps most pressingly, did Yellow M&M make it through this ordeal? These lighthearted, almost absurd questions add a layer of playful meta-commentary, inviting viewers to engage with the brand’s characters on a more personal, albeit fictional, level. It’s a testament to M&M’s long-standing success in personifying their candies, making them relatable characters with distinct personalities that resonate with audiences across generations.

Dan Levy’s decision to participate in this campaign was a conscious one, aligning with his public persona and artistic values. As he explained in a statement, “I always try to take part in well-intentioned campaigns with brands that align with my sense of humor, so this ad was a perfect fit.” This selective approach to endorsements speaks volumes about Levy’s commitment to authenticity, a quality that endeared him to millions through Schitt’s Creek. He further elaborated on the commercial’s core appeal, stating, “One of the things I loved most about this campaign was the message about how something small—like sharing M&M’s—can help bring people together.” This sentiment perfectly captures the essence of the ad: in a world often fraught with tension and division, a simple act of sharing a treat can foster goodwill and create moments of unity. It underscores the idea that even minor gestures can have significant emotional impact, helping to diffuse awkwardness and build bridges between people.

The strategy behind launching the M&M’s Super Bowl LV commercial was as innovative as the ad itself, reflecting the unique circumstances of the time. In a move that truly connected with a vast audience, 50,000 fortunate fans were granted an exclusive sneak peek of the advertisement prior to its official debut. This large-scale preview wasn’t just a marketing stunt; it was a carefully orchestrated virtual event. In a nod to the prevailing digital landscape and the shift towards remote interactions, the spot, ingeniously crafted by the creative minds at BBDO New York, was unveiled during a live event hosted on Zoom. This groundbreaking approach allowed the brand to generate significant buzz and foster a sense of community among its most dedicated followers even before the Super Bowl broadcast. The Yellow M&M, ever the enthusiastic host, presided over this digital gathering, further immersing fans in the brand’s whimsical universe. For those who missed the live experience, replays were made available, ensuring that no one had to wonder about the fate or antics of the beloved Yellow M&M.

Getting close to the big game, do you have your snacks ready for Sunday?! By that we mean, do you have M&M’S?? #SuperBowl #MMSTogether #BetterWithMMs

— M&M’S (@mmschocolate) February 4, 2021

The M&M’s brand, a division of Mars Wrigley, has long been synonymous with joy, color, and playful indulgence. Sarah Long, Chief Marketing Officer, Mars Wrigley North America, articulated the strategic alignment of the campaign with the brand’s core identity in a press release. She highlighted the critical role of humor during a challenging period: “M&M’S is a fun and colorful brand – so tapping into that humor to help us laugh and feel more connected to each other felt very right this year.” Indeed, the period surrounding Super Bowl LV was marked by a global health crisis and widespread social tensions, making lighthearted, unifying content more valuable than ever. The commercial offered a much-needed moment of levity and escapism, reinforcing the idea that shared laughter and a simple treat can foster a sense of togetherness. Long further emphasized the impact of Dan Levy’s involvement: “Of course, having Dan bring his incredible talent and comedic wit only makes the story stronger.” Levy’s ability to deliver nuanced comedy with warmth and sincerity elevated the commercial from a simple product endorsement to a memorable cultural moment. The brand’s commitment to creating positive experiences aligns perfectly with Mars Wrigley’s broader purpose: “to create better moments that make the world smile.”

The M&M’s Super Bowl LV ad starring Dan Levy is more than just a commercial; it’s a microcosm of effective marketing that resonates on multiple levels. It skillfully combines celebrity power, relatable humor, and a universal message of reconciliation and connection. Super Bowl commercials are legendary for their ability to become cultural touchstones, often generating as much discussion as the game itself. This particular ad succeeded in that regard, sparking conversations about its clever premise, Dan Levy’s endearing performance, and the whimsical fate of the M&M characters. By positioning M&M’s as the perfect accompaniment to apologies and moments of shared understanding, the campaign reinforced the brand’s image as a source of comfort and joy. In an era where genuine connection feels increasingly precious, the message that “something small—like sharing M&M’s—can help bring people together” is a powerful one, leaving a sweet, lasting impression long after the final whistle of Super Bowl LV.

Ultimately, the Super Bowl LV ad showcased M&M’s commitment to creating engaging and meaningful content. It was a strategic masterclass in understanding the cultural zeitgeist, using humor to navigate complex emotions, and leveraging the appeal of a beloved star. The ad served as a reminder that even in the most anxiety-ridden times, there’s always room for a laugh, a sweet treat, and a heartfelt apology. The collaboration between M&M’s and Dan Levy created a campaign that was not only memorable but also genuinely uplifting, proving that chocolate really can make the world a little bit sweeter, one apology at a time.