M&M’s has launched a major campaign, ‘Screentime’, which places the brand’s characters into recognisable television and movie tropes.

The new advertisement aims to highlight the brand’s connection to entertainment and film-watching culture as a popular movie theatre snack.

Additionally, this campaign builds on the years of brand partnerships across television and film for the confectionery brand.

The advertsiment features three 15-second videos which were launched as part of the campaign, “Telenovela”, “Scene of the Crime”, and “Unanimous”.

The video was shot in Toronto with director Rami Hachache of Prettybird and is set to launch on 24 September.

The advertisements will run across broadcast, FEP and social channels, which aim to boost the work’s visibility across various age ranges.

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As part of the hero film, there are reveals where M&M’s characters appear in familiar TV and movie tropes within telenovelas, crime thrillers or reality TV dramas.

Josh Gross, chief creative officer, BBDO Chicago said: “M&M’s with your favourite movie or TV show is always a great idea. Turns out, M&M’s in your favourite movie or TV show is pretty great too.

“It works so well because these Spokescandies feel like a cast we’ve known for years. We love them – but we kinda want to eat them – and that tension is irresistible.”

This is part of the brand’s wider marketing strategy, which combines humour and entertainment.