M&M's is building anticipation for their Super Bowl ads with a quick "who did it" teaser.
In a teaser video, the Yellow M&M is seen twerking on-camera, according to the Huffington Post. Then the M&M is hit with a tranquilizer dart and dragged off, leaving the impression of a kidnapping scene.
"Find out what happens to Yellow," a handwritten card reads.
Viewers can find out what happened to the Yellow M&M during the Sunday, Feb. 2 Super bowl game. M&M's 30-second teaser was created by ad agency, BBDO New York and reportedly cost the company about $4 million.
In an email to The Huffington Post, the company stated that the Yellow M&M "will take the lead" in this year's slot, airing during the first half of the Super Bowl. Previous years included colors Red in Super Bowl 2013 and Brown in 2012.
The ad will be the beginning of a year-long campaign about the company's peanut candies.
"It's about time we remind the world how irresistible M&M'S Peanut really is," said Seth Klugherz, senior director of M&M's Chocolate Candies in a statement. "Each M&M's Peanut is literally one in 100--meaning we have to sort through 100 different peanuts, just to find one that's lucky enough to make its way into a bag of M&M's Peanut."
The teaser is a part of a larger trend to extend the buzz for the highly-anticipated Super Bowl ads. The Post reported that compared to the last 10 years, at least 12 advertisers have posted teasers on YouTube.
Earlier this week, Nestle, the company that makes Butterfinger candy bars, announced they would be releasing a brand new candy product, peanut butter cups. A Super Bowl teaser ad showed a couple, wearing t-shirts reading "peanut butter" and "chocolate," waiting in the lobby of a "food therapist's" office.
The commercial shows how the relationship between chocolate and peanut butter is about the change. Peanut Butter cups are set to hit shelves this year.
For Dannon's upcoming Super Bowl commercial the company reunited "Full House" stars John Stamos, Bob Saget and Dave Coulier. Us Weekly the commercial it a "reminiscent of their Uncle Joey and Danny Tanner days."
The scene opens with Stamos, a regular spokesman for Dannon's Oikos brand of Greek yogurt, eating a cup of yogurt while watching a football game. After Stamos turns off the television, he looks over his shoulder and finds his former co-stars sitting beside him in their pajamas.
