M&M’s has given fans a sneak peek into its upcoming Super Bowl LVIII campaign with an enticing teaser video. The candy brand has partnered with NFL Legends and former Big Game runners-up – Dan Marino, Terrell Owens, and Bruce Smith – to add a touch of star power to its campaign.
The teaser, created by BBDO New York, captures the beloved M&M’s characters providing comfort to these legendary football figures, who narrowly missed securing a Super Bowl ring during their illustrious careers.
The highlight of the campaign is the introduction of the “M&M’s Almost Champions Ring of Comfort,” a first-of-its-kind piece featuring real diamonds made from M&M’s peanut butter candies. The diamonds were meticulously crafted in a specialized lab, using peanut butter, a universally recognized symbol of comfort. The teaser showcases the intricate details of the ring, emphasizing the fusion of luxury and fun. Watch the teaser below:
REELated:
Gabrielle Wesley, Chief Marketing Officer at Mars Wrigley North America, expressed the brand’s commitment to creating a world where everyone feels they belong through the power of fun. “M&M’s is all about using the power of fun to create a world where everyone feels they belong. To inspire moments of everyday happiness and entertain fans, it’s only fitting that our Mars Brand gem partners with a roster of NFL Legends to debut a custom ring with diamonds made from real M&M’s peanut butter, providing one-of-a-kind carats AND comfort for exceptional almost champions.”
The “M&M’s Almost Champions Ring of Comfort” boasts lab diamonds created from M&M’s peanut butter, subjected to high-pressure conditions and temperatures before being transformed into their final form. The 14K gold ring features a diamond-encrusted replica of the iconic M&M’s Orange character. Adding a delightful surprise, the ring reveals a mini replica of a football stadium, housing a single Peanut Butter M&M’s.
Marino shared his thoughts on the campaign, praising Mars’ inclusive message and anticipating the full ad release during Super Bowl LVIII. “The M&M’s Super Bowl campaign highlights the essence of sportsmanship for me – celebrating all players for the endless, demanding effort they put into their craft while enjoying the fun of the game. Historically only one team walks away with a championship ring, but Mars’ inclusive message to inspire moments of happiness and to bring fun to everyone on and off the field really resonated with me. Just like the game itself, stay tuned for the ad’s full release as there are always some surprising twists.”
The 30-second ad spot is set to air during the first commercial break in the first quarter of the game.
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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