M&M; Pumps Up Old Myth

Dim the lights, put on the soft music, pour the champagne and break out the green M&Ms.

Candymaker M&M-Mars is hoping, in an ad debuting before the Super Bowl kickoff Sunday, to breathe new life into an old myth that green-coated M&Ms hold the powers of an aphrodisiac.

The three ads feature an animated, talking green M&M with mascaraed eyelashes, sensuous lips and white go-go boots.

M&M-Mars spokeswoman Pat D’Amato said the spots don’t lend credence to the old myth, but merely exploit it.