Creatively, it was extremely important to make the M&M’s characters seem like live, in-studio reporters delivering relevant and up-to-date entertainment news. The fact that Entertainment Tonight is a TV show that is produced daily posed an even greater challenge for the CGI characters. Not only did we make this work, but delivered some of the hottest entertainment news and interviewed the biggest A-list celebrities.

A-level celebrities are now requesting to be interviewed by M&M's. In addition, research shows that integrations elevate the iconic status of the brand, raise brand recall, and increase likeability--for both M&M's and the Entertainment Tonight show.