Maya Rudolph made her debut as M&M’s new spokesperson with a freaky yet funny Super Bowl ad. Rebranded as “Ma&Ya’s Candy Coated Clam Bites,” the disgusting candy/clam combination commercial featured human actors dressed in the original spokescandies’ colors. The red M&M briefly appeared behind Rudolph at the end of the ad, holding a “HELP” sign.
Rudolph’s stint was short-lived as the face of the candy brand, however. In another commercial, the original candy mascots held a postgame “press conference.” The red M&M took the lead and said, “I can’t believe we were actually put on pause.” The orange M&M, who was rebranded as a mental health advocate last year, mentioned his anxiety. While the purple M&M said, “This is what I was made for. I mean, as a walking, talking candy, my options are pretty limited.”
Back for good. #SuperBowl pic.twitter.com/sJHDmPHn8x— M&M’S (@mmschocolate) February 13, 2023
As we previously reported, M&M’s spokescandies have provoked right-wing outlets in recent weeks after the company announced a new “Flip the Status Quo“ campaign. The campaign raised money to support women in creative industries. It featured limited-edition candy bags with the three female mascots (green, brown and purple). Fox News host Tucker Carlson railed against “woke M&Ms” in a recent broadcast. He made similar complaints about the candies last January after M&M’s announced a new, inclusive look. “The green M&M got her boots back, but apparently, is now a lesbian maybe? And there’s also a plus-sized, obese purple M&M. So we’re going to cover that of course,” Carlson said in a clip.
If you're wondering how we got here... pic.twitter.com/I9bfQKNvRX— Media Matters (@mmfa) January 23, 2023
The two female M&M’s became a flashpoint in the culture war because their outfits were swapped out for less traditionally feminine attire. The brown M&M’s stilettos were lowered to sensible pumps, and the green M&M’s iconic heeled go-go boots were replaced with white sneakers. Many social media users, however, jokingly demanded the return of “sexy M&M’s.”