{"id":19197,"date":"2023-02-13T06:21:00","date_gmt":"2023-02-13T11:21:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19197"},"modified":"2026-08-27T18:24:08","modified_gmt":"2026-08-27T22:24:08","slug":"the-mms-spokescandies-are-back-and-more-brand-mascots-who-made-super-bowl-lvii-appearances","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-mms-spokescandies-are-back-and-more-brand-mascots-who-made-super-bowl-lvii-appearances\/19197\/","title":{"rendered":"The M&amp;M\u2019S Spokescandies Are Back And More Brand Mascots Who Made Super Bowl LVII Appearances"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor, Editor-in-Chief, PopIcon<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Plenty of familiar brand mascots were spotted in commercials airing during Super Bowl LVII. As always, PopIcon is here to watch every Super Bowl LVII commercial and see which characters made a splash on game day.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2023\/02\/mms_chocolate_return_2023.png\" alt=\"\" class=\"wp-image-18877\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">From weddings to roasts, here\u2019s every icon we saw during football\u2019s biggest night \u2014 along with some critiques on their appearances.<\/p>\n\n\n\n<h2 id=\"h-m-amp-m-s-they-re-back-for-good\" class=\"wp-block-heading\"><strong>M&amp;M\u2019S | They\u2019re Back For Good<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The M&amp;M\u2019S spokescandies kicked 2023 off on a bummer note with news the mascots would be on \u201cindefinite pause\u201d from the brand. In their place would be the M&amp;M\u2019S new \u201cChief of Fun\u201d Maya Rudolph who promised a new kind of \u201cma&amp;ya\u2019s\u201d candies.<\/p>\n\n\n<p><a href=\"https:\/\/youtu.be\/kV2ARgWiGok\">https:\/\/youtu.be\/kV2ARgWiGok<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We had initially speculated this was a <a href=\"https:\/\/popicon.life\/maya-rudolph-mms-spokesperson\/\" target=\"_blank\" rel=\"noreferrer noopener\">marketing stunt<\/a> leading up to Super Bowl LVII and we were right. In the game day spot, it turns out \u201cma&amp;ya\u2019s\u201d are candy coated clam bites. At the end of the commercial, Red lifts up a \u201chelp!\u201d sign in the background.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Shortly after the commercial aired, M&amp;M\u2019S announced the full return of the spokescandies. And, as we predicted, Red was never happy about the plan to pause their mascot duties.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI can\u2019t believe <em>we<\/em> were actually put on pause,\u201d he fumes during their press junket.<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"They\u2019re back for good\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/bv0vPHWIX8U?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Review: Did both spots feel lacking to anyone else? After all the hype, we could have used more spokescandy hijinks. It would have been fascinating to watch Rudolph purge the candy brand into clammy madness. Maybe one \u2014 or more \u2014 spokescandies could have been seen working together to overcome their new boss and restore the chocolate back in M&amp;M\u2019S. And how did they get from slipping in \u201chelp!\u201d signs to running a press conference?<\/p>\n\n\n\n<h2 id=\"h-e-trade-wedding\" class=\"wp-block-heading\"><strong>E*TRADE | Wedding<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The E*TRADE Baby came out of retirement in 2022. Now he\u2019s the best man in weddings and discussing how to get financially ready for everything. Life moves pretty fast for this character.<\/p>\n\n\n<p><a href=\"https:\/\/youtu.be\/X8aV2tbCMUM\">https:\/\/youtu.be\/X8aV2tbCMUM<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Review: Hmm, are we supposed to come away from watching this spot even more confused about what\u2019s going on with this character? It\u2019s helpful to read the context of the E*TRADE video caption when viewing this commercial. Otherwise, you might feel like the overall premise of the spot \u201cyour next steps are walking down the aisle and it pays to have a good portfolio\u201d doesn\u2019t really add up.<\/p>\n\n\n\n<h2 id=\"h-planters-the-roast-of-mr-peanut\" class=\"wp-block-heading\"><strong>Planters | The Roast of Mr. Peanut<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Led by Roastmaster General Jeff Ross and featuring an all-star lineup of comics, The Roast of Mr. Peanut was a roast of Planters icon, Mr. Peanut. Nothing was left off-limits from teasing Mr. Peanut\u2019s wardrobe to cracking jokes about the legume\u2019s habit for ruining certain foods like brownies.<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"The Full Roast of Mr. Peanut\u00ae | extended cut\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/x_gAb7tLoXM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Review: The Roast of Mr. Peanut can be viewed in full on YouTube \u2014 and it should be watched in one sitting, too. While this roast makes for great bite-sized clips, we didn\u2019t see nearly enough of them playing during Super Bowl LVII. Good to see this icon is alive again!<\/p>\n\n\n\n<h2 id=\"h-bush-s-beans-go-bigger\" class=\"wp-block-heading\"><strong>Bush\u2019s Beans | Go Bigger<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s time to roll that beautiful bean footage! Peyton Manning joined Jay Bush and Duke Bush to go bigger when it comes to exploring all the possibilities of beans. It\u2019s not just stirring beans on a stovetop. It\u2019s celebrating and devouring beans and all their fiber and protein.<\/p>\n\n\n<p><a href=\"https:\/\/youtu.be\/vAQdh1HcigU\">https:\/\/youtu.be\/vAQdh1HcigU<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Review: Did this commercial air during the Super Bowl? Or was this a spot we had been briefed on ahead of time and knew to anticipate? After a week of UFO sightings \u2014 we\u2019re not making this up \u2014 seeing a bean-shaped sun rising in the morning is pretty cool. Keep rolling that beautiful bean footage, everyone!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s been a wrap on Super Bowl LVII! We\u2019ll see you in 2024!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor, Editor-in-Chief, PopIcon Plenty of familiar brand mascots were spotted in commercials airing during Super Bowl LVII. As always, PopIcon is here to watch every Super Bowl LVII [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":19198,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-19197","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The M&amp;M\u2019S Spokescandies Are Back And More Brand Mascots Who Made Super Bowl LVII Appearances | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-mms-spokescandies-are-back-and-more-brand-mascots-who-made-super-bowl-lvii-appearances\/19197\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The M&amp;M\u2019S Spokescandies Are Back And More Brand Mascots Who Made Super Bowl LVII Appearances\" \/>\n<meta property=\"og:description\" content=\"By Heather Taylor, Editor-in-Chief, PopIcon Plenty of familiar brand mascots were spotted in commercials airing during Super Bowl LVII. 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