The season of goodwill to all and festive snacking is at the top of the advertising agenda. Cinema snack of choice, M&Ms, has partnered with Amazon MGM Studios on its forthcoming festive movie, Red One, to make the most of this snacking opportunity.

Leaning into the brand’s position as a snack of choice for movie nights, agency partner T&Pm has placed the Red M&M in a leading role alongside the movie’s stars Dwayne Johnson and Chris Evans.

The partnership sees Red attempt to hijack the film’s trailer by superimposing himself into it. While a cinema and social campaign sees Red plead his case for a starring role to the film's leads.

An integrated partnership which successfully places the product at the heart of the pre-release buzz.

Red One is set to hit theatres on 6th November.