Call me simple, but I really like these M&M commercials. Mainly because I can imagine sitting around a table and saying, "So if I am M&M, what are some things I have to deal with or wonder about? Fill in the blank, 'When you are a M&M....'" And then people throwing ideas out left and right. A couple I have: you have to make sure you are never in the sun too long, you can never trust your dentist, and you can't wear cologne because its like painting an apple brown. Two more commercials here and here. Like the Cadbury Gorilla, I think this is a good example of brands behaving.
