M&M's new ad: making sense and having fun

M&M's has released a new cookie flavour, and while the accompanying ad might not win any awards, it does exactly what it's supposed to, says Katie Davenport, creative copywriter, Dinosaur.

My plan was to write this article about Romesh Ranganathan’s ‘What has the BBC ever done for me?’ for its warmth, nostalgia, and all-round positive vibes. But, I feared I’d have said something risky like "I don’t have a TV licence" or "I love 'Eastenders'" and end up in the slammer with Ian Beale (as per the episode I watched at my LICENCE-PAYING mum’s house).

So I’ve chosen a deliciously simple 6-sheet for M&M’s new cookie dough flavour instead. The ad sees the M&M characters vying to grab a baking tray, with the simple line 'no baking needed', capturing the convienience and the taste in one line.

I like ads that make sense and make me smile. This ad does both.

There’s no fuss and it’s not trying to prove how clever it is. It’s just a product ad with a playful visual, a sweet line and a massive packet of M&M’s. Job done. No deciphering or unpacking needed.

You can almost imagine it in marker pen on a crinkled bit of A4. And I’d bet that the finished product isn’t too far away from that scrap. I can see the creatives adding the scribbled rolling pin and thinking, "Yes. We’ve done it." Before sitting back, all smug. No extra gags. No tricks. No over-explanation.

This is the kind of work I love. Ads that have something to say and have fun saying it, without forgetting that, ultimately, they’re there to do a job.