The Fates Crew animatic for M&M’s latest Super Bowl Commercial

Teasers leading up to the Super Bowl had fans of M&M’s scratching their heads. What is going to happen to Yellow? The teaser (watch below) shows Yellow in colorful workout head and arm bands preparing to show off his latest dance moves until he is interrupted by an unseen stranger that tranquilizes him and drags the candy superstar off screen.

The clever follow up was a unexpected mobster episode. As the mobster speaks to the unseen victim in the trunk of the car, we feel as if we are about to witness a murder. That is until the Russian crime boss finishes his threat with a bowl of ice cream. When the camera cuts to the victim, we see our candy coated hero, unaware and unafraid.

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The agency behind the concept was BBDO. We worked with Edit1 to help bring their concept to life. Animatic art by The Fates Crew.

Watch the full commercial here: