‘The quirky, mischievous sense of humour that characters like Red and Yellow embody is a perfect extension of our Guardians' exploits,’ says Marvel’s Mindy Hamilton.
Mars Chocolate North America is continuing its partnership with Marvel, following the release of a new M&M’s advert celebrating the release of Guardians of the Galaxy Vol.2.
Dubbed M&M’s Movies, the advert features Red and Yellow in a cinema where Red stumbles upon Yellow with a racoon that Yellow believes to be Rocket, from the film.
"M&M'S reaches moviegoers not only at the concession stand, but also on screen, in a fun, colourful way," said Tanya Berman, brand director for the M&M'S brand.
"We knew our beloved spokescandies together with the light-hearted, fun characters from Guardians of the Galaxy would bring the partnership to life in a creative way that we know fans will enjoy."
As part of the collaboration, an immersive advert will also transform a regular subway car in New York City into a ‘cosmic wonderland’ with Guardians and M&M’s characters.
Meanwhile, Marvel Studios' Guardians of the Galaxy Vol. 2 branded M&M'S will also be available at cinemas and retailers nationwide.
Mindy Hamilton, Marvel's SVP of global partnerships, added: "The quirky, mischievous sense of humour that characters like Red and Yellow embody is a perfect extension of our Guardians' exploits, and we're excited for fans to discover all of the different ways that this campaign will bring them closer to the film ahead of its release date."
Guardians of the Galaxy Vol.2 will make its premier in cinemas on May 5th, 2017.