M&M’s highlights intersection of fun, belonging in Super Bowl campaign
M&M’s, which is part of the Mars family of brands, has shared a sneak peek at its Super Bowl LVII campaign, which will emphasize the importance of having fun and feeling a sense of belonging.
In a teaser video released by the brand, viewers will find the M&M’s characters providing comfort to three NFL Hall of Fame players—Dan Marino, Terrell Owens and Bruce Smith—who missed earning a Super Bowl ring in their respective game appearances.
The “almost champions” will be introduced to the M&M’s Almost Champions Ring of Comfort, which features real diamonds made in a specialized lab from an ingredient synonymous with comfort—peanut butter—or M&M’s peanut butter candies to be more specific, the company said.
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“M&M’s is all about using the power of fun to create a world where everyone feels they belong,” said Gabrielle Wesley, chief marketing officer at Mars Wrigley North America. “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 ring 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— before grinding and grading the diamonds into their final form. The 14K gold ring is adorned with a diamond-encrusted replica of Mars’ M&M’s Orange character, the company said.
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.
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“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,” said Hall-of-Famer Dan Marino. “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 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.
