M&M's is betting $4 million on Yellow for the Super Bowl.
On Thursday, the candy brand tipped its hand on the content of its Super Bowl ad entry, releasing a teaser video featuring the yellow candy. In the clip, Yellow's aerobics session gets cut short when he's hit by a tranquilizer dart.
Whether the story line continues from there is a mystery, but in an email to The Huffington Post, M&M's promised that Yellow "will take the lead" in this year's spot. (M&M's featured Red in Super Bowl 2013 and Brown in 2012.)
This year, it will cost M&M's about $4 million to get its candy-coated message across in 30 seconds on Super Bowl host network Fox. But the treat has successfully used the big game to launch ads that have had staying power: Its 2012 spot, "Sexy And I Know It," for example, reaped millions of views on several YouTube postings.
According to the Associated Press, M&M's is among the growing number of brands using teasers to trumpet their gameday commercials. This year, at least 12 advertisers have posted teasers on YouTube, compared to 10 last year, the report notes.