M&M’s Dark Chocolate, the neat, sweet and petite (get it?) version of the classic candy, was launched in a Boomer-savvy commercial in which individual M&Ms assume the identities of the ghoulish Addams Family to promote a new "dark chocolate" version of the product. This pitch-perfect imitation of the show’s classic opening, right down to the finger snaps, was the public’s favorite new TV spot when introduced, according to AdAge.

Research shows that dark chocolate (but not milk chocolate) can confer heart health and cognitive function benefits. Pre-industrialized indigenous tribes in the Caribbean drank up to 5 cups of unsweetened cacao a day and had almost zero heart disease. You won’t hear that health message in this ad, however: the candy-coated heart of the spot is pure fun. Madison Avenue knows there’s no better way to a Baby Boomer’s heart (or wallet) than turning pleasure into virtue. (An army of PR professionals is doubtless flogging the health benefits separately – never ask an advertising agency to do the heavy lifting.)

The spot is irresistible and surprisingly cross-generational: there’s something for everyone. Boomers who watched the original TV series get permission to enjoy a favorite childhood candy along with the nostalgia rush. Gen Xers who made the early ‘90s movies box office hits can feel less guilty about giving the candy to their kids. Gen Y can play the goofy, Goth-y spot endlessly on YouTube.

Boomer Family Values seem to be relevant in the first decade of the 21st Century, especially when recycled in entertainment. “The Addams Family Musical” has been announced for Broadway in 2008. Jerry Mathers, better known as The Beaver, made his Broadway debut this week in “Hairspray,” a candy-colored musical about overcoming racial intolerance in1960’s Baltimore through -- what else? – song and dance (ok, and some cross-dressing). Watch for “Hairspray” the movie in July, starring John Travolta as the obese but lovable Edna Turnblad, a role originated by drag diva Divine in the John Waters original. And they say there are no roles for women in Hollywood.

Seeing Gomez, Morticia and the rest of the family again is sweet – no pun intended. While creepy, kooky, and altogether ooky, the Addams Family actually was a pretty conventional nuclear family – once you got past the fencing spouses and the disembodied hand. A little more twisted than the Cleavers, I grant you, but charmingly familiar and curiously timeless all the same. Gold stars to the advertising agency for this one.

Lauren Letellier