Unsaid Studio Adds Bling to M&M’S Super Bowl Runner-Up Ring

This Super Bowl, M&M’S, BBDO, and Unsaid Studio are shining a dazzling light on the unsung heroes of the game: the losers. 

The brand is consoling - or even trolling - them with the Almost Champions Ring of Comfort, studded with real diamonds made from M&M’S peanut butter. Its sides are emblazoned with a three-leaf clover and ‘2>1’, while a glittering M&M proudly flashing two fingers for second place rests in a bed of rubies on the top. Inside, wearers can find a single peanut butter M&M, sat in a mini stadium bezel.

The ring can be seen in a 30” spot, starring such runners-up as Scarlett Johansson, Dan Marino, Terrell Owens and Bruce Smith, as well as a 60” close up, showing it off in all its glitzy glory, displayed on M&M's Jumbotron in Times Square, New York.

Design and motion company Unsaid Studio was responsible for bringing bling to the ring, riding the line between absolutely epic and absolutely cheesy. As the close-up features the ring and the ring alone, floating dramatically in space, its storytelling was to be based purely on the craft. Cinema 4D and OctaneRender were the tools of choice, allowing Unsaid Studio to render the crystals and metals in the ring, as well as produce smoke and additional special effects.

To engineer the most hype-filled yet sarcastic atmosphere possible for the close up film, the team used all the tools in the toolbox: lens flares, shining sparks, diamonds refracting rainbows, embers, and smoke. To keep the momentum going through the video, Unsaid Studio pushed the camera movement and the pacing of the edit to be as creative as possible. Sweeping shots and animated lighting - paired with an incredibly dramatic track - keep the viewer hooked as the ring’s secrets are revealed.

Doug Bello, founder and creative director at Unsaid Studio, comments: “This Super Bowl campaign had a unique angle, we knew we had to be a part of it. We’re more used to trying to be refined and tasteful but we loved this chance to let go a little. We approached it like a trailer for a Hollywood action movie, and importantly, perhaps, a cheesy one - the M&M reveal is almost like a UFO landing in "Close contacts in the third degree" movie. We are so proud of our team for pulling this job off over a crazy holiday period with smiles on their faces.”