"You had a new character added to the mix, which consumers asked us to add. We did a fair amount of teasing leading up to it, to build anticipation. And fundamentally it was a fun ad. The music didn't hurt, with the LMFAO song. That certainly helped to contemporize it. And I think BBDO just came through with a really entertaining spot. I think it brought a smile to your face, and you really want to share it with someone else."
That's Debra Sandler, Chief Consumer Officer of Mars Chocolate of North America as quoted by Adweek this week upon hearing the news that M&M's "Just My Shell" was crowned the winner of YouTube's 2012 Super Bowl Ad Blitz.
Great quote. It's as simple as all of that.
What's cool to note about YouTube's Ad Blitz for choosing the winners is that videos were viewed 133 million times as of Feb 12 with 82% of views happening on Super Bowl Sunday plus the following Monday and Tuesday. 18 percent of views were from outside the U.S.
With 114 million viewers this year, M&M's seized one of the primary reasons to advertise on the Super Bowl, a game in which only 55% of viewers are interested in the game itself.