This M&M's ad makes me happy. There is something about that rounded three dimensional red shape that makes me feel warm -- like I too need a hug!
I think circles are one of the best shapes in the world. It is organic, soft and gives a feeling of protection and wholeness. The fact that this ad features such a reassuring dominant shape is a nice move. I don't associate passion and romance with this ad as much as I think of indulging in a whole bag of M&M's by myself. The ad makes me look at the bag as a way to nurture and treat myself.
Of course, my goodwill towards this ad is aided by the fact that the M&M's characters are iconic and well loved. Consumers like me trust them because they are approachable and friendly (exactly what the candy is about!). Developing credible spokes figures for a brand can be tough, but M&M's has done a fabulous job.
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