In these "sensuous" ads, the pictures literally speak for themselves! No copy exists anywhere except for the iconic "m's" that stand for M&M's. This is quite amazing because M&M's have become so engrained in the American (if not global) culture that without being told, the audience can understand where these ads came from -- M&M's have reached Starbucks status!... or perhaps it was at Starbucks status before Starbucks had a status?
Candy is fun. But M&M's have taken marketing to the next level by personifying these inanimate objects, giving them distinct personalities and identities that consumers can relate to. Consumers understand the functional benefits (tasty, fun sized, and does not melt in your hand) and the aesthetic attributes (colorful) of M&M's. But by creating characters out of its product, the brand introduces emotional content to the game. People can now become attached to these personifications, see them as trusted friends, and fall in love with them. There is an element of magic too, attached to these "candy folk."
In fact, the explanation-less pages above remind me of perfume ads, where the selling force lies in the images' ability to awaken senses and evoke emotions (be it longing, sexiness, innocence luxuriousness, or danger).
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