M&M's Transforms Peanut Butter into Diamonds for the Super Bowl

Today, M&M'S, proudly part of the Mars family of brands, has released its Super Bowl LVIII ad, 'Almost Champions,' revealing acclaimed actress Scarlett Johansson starring alongside Dan Marino, Terrell Owens and Bruce Smith. 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 humour 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.

The 'M&M'S Almost Champions Ring of Comfort' features real lab-made diamonds created using M&M'S Peanut Butter, a product that consumers say gives them comfort. The innovative ring upends the long-standing sports tradition that only the winning team walks away with a Super Bowl ring.

"My favourite thing about Mars' M&M'S Super Bowl campaign is the encouragement to have fun and a sense of humour, whether you're a winner or not," said Scarlett Johansson of her appearance in the spot. "It's playful and comforting at the same time, just like one of my all-time favourite Mars candies, Peanut Butter M&M'S. I hope the fans enjoy watching the ad as much as I enjoyed making it."

The full 30-second spot – M&M'S ninth Super Bowl ad, dating back to 1998 – will be airing during the first commercial break in the first quarter of Super Bowl LVIII, which will be broadcast on CBS on Sunday, Feb. 11th, 2024.  The campaign was created by BBDO New York and Team Omnicom.

The Champion Comfort Collection by M&M'S

While not everyone can have their own 'M&M'S Almost Champions Ring of Comfort,' the brand is making sure it delivers comfort to 'almost champions' when they need it most. M&M'S has teamed up with clothing brand Champion to release the limited-edition Champion Comfort Collection by M&M'S. The collection, which is only available for fans of this year's Big Game runner-up, features a two-piece hoodie and jogger set made of luxuriously soft fleece. Decorated with colourful M&M'S candies embroidered along the hood, chest and leg for ultimate style, the set also includes a front pocket that is perfect for a pack of comforting Peanut Butter M&M'S candies.

"At Mars, there's nothing we love more than to inspire moments of everyday happiness," said Gabrielle Wesley, CMO Mars Wrigley North America. "From our beloved M&M'S characters and 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."

Today through Sunday, February 11th, fans can enter for a chance to win1 their own Champion Comfort Collection by M&M'S limited-edition set by visiting mms.com to pledge their fandom and submit which team they're rooting for on Sunday. If their team loses the Big Game, they can still be a winner as a select number of fans will receive the limited-edition set – along with packs of Peanut Butter M&M'S – to provide comfort when it's needed most.

"At Champion, we believe wins are amazing moments, but it's just as important to champion the thrill of competition, the 'almost-win', the journey, and the love of the game," said Vanessa LeFebvre, president of Global Activewear. "Everything we do is driven by a relentless desire to inspire people to champion what they are passionate about, and to cheer on the team they believe in, in style. 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 brought to life across M&M'S full ecosystem including in select M&M'S Stores, and on its digital platforms. To learn more about the campaign including the creation of the 'M&M'S Almost Champions Ring of Comfort,' the Champion Comfort Collection by M&M'S and the Peanut Butter M&M'S product line up, visit here. Fans can also follow the brand on Instagram, TikTok, Facebook and X, and sign up for M&M'S newsletter here to be among the first to know about future M&M'S news.