M&M's "Just My Shell" reveal of Ms. Chocolate was the most popular Super Bowl 2012 commercial, as voted on by YouTube users in its thumbs up/thumbs down Ad Blitz contest. The new character reveal of the brand's "Chief Chocolate Officer" was no doubt helped by a post-game social campaign around the character.

Rounding out the top five, Chrysler's "Halftime in America" spot featuring Clint Eastwood was #2, Bud Light's "Rescue Dog" (aka "Here Weego") was #3, Chevy Silverado "2012" was #4 and the Doritos Crash the Super Bowl fan-created "Man's Best Friend" was #5.

M&M’s introduced its new spokescandy during the Super Bowl Sunday evening when the bespectacled Ms. Brown, the candy brand's 70-year-old (but still looking good) CCO or Chief Chocolate Officer who made her debut in a commercial called "Just My Shell." And it was a shelluva debut indeed.

It used to be that just running a Super Bowl commercial was enough excitement for a corporation’s agency and marketing/communications teams at this time of year, but given the pre- and post-Game buzz marketing on social media that's the norm, M&M's marketers at Mars, Inc., are pulling out the stops for Ms. Brown.Continue reading...