M&M’S®, proudly part of the Mars family of brands, released a first look into its upcoming Super Bowl LVIII campaign with a new teaser video that highlights the intersection of fun and belonging in a way that only M&M’S can.
The teaser spotlights the beloved M&M’S characters providing comfort to three NFL Hall of Fame Legends who just missed earning a Super Bowl ring in their respective Big Game appearances – Dan Marino, Terrell Owens and Bruce Smith. The “almost champions” are introduced to the first-of-its-kind “M&M’S Almost Champions Ring of Comfort” featuring real diamonds made in a specialized lab from an ingredient universally synonymous with comfort: peanut butter. M&M’S peanut butter candies, to be specific.
The “M&M’S Almost Champions Ring of Comfort” prominently features specially created lab diamonds made from M&M’S peanut butter. The largest individual diamonds on the face of the first ever M&M’S peanut butter turned diamond ring were created by exposing this common household staple to a high-pressure environment – including 3,000°C temperatures and 800,000 pounds per square inch of pressure – before grinding and grading the diamonds into their final form. The 14K gold ring is adorned with a diamond-encrusted replica of Mars’ beloved M&M’S Orange character.
When the ring is opened, a secret internal compartment reveals a mini replica of a football stadium designed to house a single Peanut Butter M&M’S.
The full 30-second ad spot will air during the first commercial break in the first quarter of Super Bowl LVIII, which will be broadcast on CBS on Sunday, Feb. 11, 2024.
