Screentime

M&M’S brings its familiar Spokescandies into the world of television with “Screentime,” a humorous campaign built around the idea that people love to snack while watching their favourite shows. Created with BBDO Chicago, the campaign places the colourful characters inside recognisable entertainment formats.

The work consists of three 15-second spots inspired by popular TV genres: “Telenovela,” “Scene of the Crime” and “Unanimous.” Each film uses familiar storytelling conventions to create unexpected situations for the Spokescandies, mixing the brand’s established humour with the tropes of telenovelas, crime thrillers and reality TV.

Running across broadcast, programmatic and social, the campaign aims to connect with viewers of different ages and fandoms. Rather than simply appearing alongside entertainment, the Spokescandies become part of the action, showing up in scenarios that audiences instantly recognise.

The campaign builds on M&M’S long association with movies and television, from its role as an iconic theatre snack to decades of entertainment partnerships. By inserting the characters into familiar TV and movie moments, “Screentime” turns the act of snacking into another part of the show.