To support the launch of M&M’s Dark Chocolate Candies, the brand introduced its new ad campaign at New York City’s famous Guggenheim Museum, with a print ad that interjects the “fun” of M&M’s into an admittedly dark masterpiece, Edvard Munch’s ‘The Scream.’
The ad features “Red,” the iconic M&M’s character, unexpectedly playing hopscotch in the background of the celebrated work of art — bringing a bit of levity and sense of humor to the famous dark existential painting.
The famous painting was stolen from a musuem in Oslo, Norway on August 22, 2004. M&M’s is offering 2 million Dark Chocolate Candies to the person who returns the painting.
