WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY

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Company: Mars Inc.
    View Company Scorecard / Contact Company
Brand: M&M
Ad Title: Men & Women
Business Category: Confectionery/Candy/Gum
Media Outlets: Television
Country: United States
Region: North America
Agency: BBDO Worldwide
Year: 1999, 2000
Target: Mainstream
Company: Mars Inc.
    View Company Scorecard / Contact Company
Brand: M&M
Ad Title: Men & Women
Business Category: Confectionery/Candy/Gum
Media Outlets: Television
Country: United States
Region: North America
Agency: BBDO Worldwide
Year: 1999, 2000
Target: Mainstream
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Theme(s)

LGBTQ+ Inclusion

Theme Breakdown

AdRespect Score: 
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The first and only "female" M&M, the green one, was created in the late 1990s. In this commercial, she walks down the street to many catcalls from guys she passes -- a construction worker, a guy in a convertible, etc.

She rolls her eyes and with contempt says, "Men."

Then a chubby woman turns and says, "I'd like to get my hands on that."

With equal contempt, the M&M says, "Women."

After a whistle, she turns to yell, "Go buy yourself a bag!"

The joke here is that everyone, women included, is attracted to her. It is handled in a neutral way that doesn't insult gays but may be objectionable for overweight people.

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Clark Rodgers , Fort Wayne, In.
This is one of the funniest commericials every made!

Paul , Bayonne, NJ
Damn funny commercial! I am gonna buy some M&M's tomorrow.

Earnest , Los Angeles
This commercial doesn't insult? How about chubby people? Or is it fine to make fun of them as long as they aren't gay?

Grey Hale , Ft. Smith, AK
I wouldn't call this neutral so much as "gay vague". The reasoning, of course, is that the ad is playing more to stereotypical female lust for chocolate, rather than any lesbian connotations. Nonetheless, it's still well done.

Jaxon , Washington, DC
I loved this commercial when I first saw it, and still do. Although I do wonder if I would find it as funny, if it wasn't Sharon Lawrence's voice coming from the green M&M.....

Don , Montreal
I don't understand the comments about the "commenting lady" being fat. Should she be a lipstick lesbian? Would that represent most americans? I think this ad should be POSITIVE because men and women are treated equally. Stop being so politically "correct"!

DeVone , Port au Prince, Haiti
I think this commercial is very funny. I particulary like the M&M character's voice

Darus , Milwaukee, WI
Classic M&M marketing. Fantastic!

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