Today, M&M’s launched its Super Bowl LVIII ad, “Almost Champions,” featuring acclaimed actress Scarlett Johansson alongside NFL Legends Dan Marino, Terrell Owens, and Bruce Smith.
The spot, created by BBDO and directed by O Positive’s Jess Coulter, showcases the “M&M’s Almost Champions Ring of Comfort” as Johansson and the NFL icons share a lighthearted moment reflecting on their experiences as “almost champions” in their respective fields.
The “M&M’s Almost Champions Ring of Comfort” boasts real lab-made diamonds crafted using M&M’s Peanut Butter, a product known for its comforting qualities. The innovative ring challenges the traditional notion that only the winning team deserves a Super Bowl ring. Watch below:
In the spot, Johansson and the trio of NFL Legends are shown in a lab with the beloved M&M’s characters admiring the first-of-its-kind “M&M’s Almost Champions Ring of Comfort,” while having a self-effacing laugh about the feeling of being “almost champions.”
Each of these incredibly talented superstars came together with one of the world’s biggest brands to humbly relate to finishing as the runner-up in their respective Oscar nominations and Super Bowl appearances. The ad uses M&M’s signature humor and leans into M&M’s purpose of using the power of fun to create a world where everyone feels they belong, bringing this star-studded group together in a way only M&M’s can. Watch below:
Scarlett Johansson expressed her enthusiasm for the campaign, stating, “My favorite thing about Mars’ M&M’s Super Bowl campaign is the encouragement to have fun and a sense of humor, whether you’re a winner or not.”
The Champion Comfort Collection by M&M’s
In conjunction with the “Almost Champions” ad, M&M’s is partnering with Champion to release the limited-edition Champion Comfort Collection by M&M’s. The collection, exclusive to fans of this year’s Big Game runner-up, features a two-piece hoodie and jogger set made of luxuriously soft fleece. Adorned with colorful M&M’s candies embroidered along the hood, chest, and leg, the set includes a front pocket ideal for carrying a pack of comforting Peanut Butter M&M’s candies.
Gabrielle Wesley, CMO Mars Wrigley North America, emphasized the campaign’s aim to spread happiness. “From our beloved M&M’s characters to legendary stars in our ‘Almost Champions’ ad, to an iconically comfortable collaboration with Champion, we hope this campaign will provide comfort and delicious fun for everyone.”
Fans can enter for a chance to win their own Champion Comfort Collection by M&M’s limited-edition set by visiting mms.com and pledging their fandom before Sunday, February 11. Even if their team doesn’t win, select fans will receive the limited-edition set – along with packs of Peanut Butter M&M’s – to provide comfort when it’s needed most.
Vanessa LeFebvre, President of Global Activewear at Champion, remarked, “We’re excited to team up with M&M’s to provide fans with a canvas for self-expression and comfort while enjoying the Big Game!”
M&M’s “Almost Champions” campaign will be showcased across the brand’s full ecosystem, including select M&M’s Stores and digital platforms. To learn more, visit mms.com/super-bowl and follow the brand on Instagram, TikTok, Facebook, and X for updates.
The full 30-second ad, M&M’s ninth Super Bowl commercial, will air during the first commercial break in the first quarter of Super Bowl LVIII on CBS, Sunday, Feb. 11, 2024. The campaign was developed by BBDO New York and Team Omnicom.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
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