M&Ms is it worth the money for comercial?

http://www.nytimes.com/2012/01/17/business/media/mms-to-unveil-a-new-speaking-role-at-super-bowl.html?_r=1&ref=advertisingandmarketing


I do not think that it is worth 3.5 million to advertise a product that we all already know about for only 30 seconds. We already know by now if we want M&Ms and already know of them. Seeing that comercial may entertain us for a while but we arent just gonna go buy them cause of the comercial. Maybe if it was a new kind of M&M that we eat so people will than know about it but its the same M&M taste.