M&M’S: Super Bowl 2018

Alongside the broadcast spot starring Danny DeVito, a second shoot produced a series of reactive social videos. Using DeVito’s now-iconic M&M’s costume, we captured short pieces designed as GIFs and memes to drop into conversation leading up to — and during — the 2018 Super Bowl.

The extensions gave the commercial a second life online, letting the character play directly in the culture of the moment rather than only on TV.

Agency: BBDO