‘The Search for the One’ helps plant the seed for M&M’S ‘Year of Peanut’ in 2014.

Mars Chocolate North America has unveiled a humorous new online content series starring beloved actor and comedian David Koechner, who rhapsodizes, analyzes and agonizes over peanuts in truly original fashion.

Directed by Tim K of Gifted Youth, Funny or Die’s commercial production company, the “Search for the One” sees Koechner transform into the “Peanutty Professor,” an eccentric explorer who’s spent his life searching for the perfect peanut.  The series features more than a dozen long- and short-form video segments and photos following Koechner’s adventures—each of which was customized to be presented on a variety of social platforms including the M&M’S Facebook, YouTube and Instagram channels.

“Just like the professor, we’re nuts about peanuts too,” said Roy Benin, chief consumer officer, Mars Chocolate North America.  “In fact, only  one in 100 peanuts is lucky enough to find its way into a bag of M&M’S Peanut.”

“The Search for the One” was scripted to blend the fun fans expect from M&M’S with Koechner’s trademark improvisational humor.  The series is designed to help plant the seed for the launch of M&M’S “Year of Peanut” in Atlanta on New Year’s Eve. The “Year of Peanut” is an innovative, year-long integrated marketing campaign to celebrate M&M’S Peanut—one of America’s favorite candies since 1954.

The content was produced by Weber Shandwick in collaboration with Koechner, veteran comedy writer Jerry Collins and Gifted Youth. Supporting cast members include Mort Burke and Betsy Sodaro.

“Search for the One” episodes are now available at www.facebook.com/mms, www.youtube.com/mmschocolate and www.instagram.com/mmschocolate.