To my thinking M&Ms won the night with comedy centered around using its product to do something rarely seen in years; making an apology. It did so brilliantly, with a series of funny vignettes with people making things right, relegating the requisite brand character appearance and celebrity cameo to the very end.
Tide comes in a close second with a hilarious effects-driven humor about a boy with a supernatural, and mistreated, Jason Alexander hoodie. Dorito’s with a flat Matthew McConaughey gets an honorable mention for dramatizing the new aspect of the product with the story device. Though how far do you go throwing shade at flatness when the majority of your product line is still flat chips?