In the anticipation of Super Bowl LVIII, M&M’S®, a proud member of the Mars family, offers a tantalizing glimpse into its upcoming campaign through an exciting teaser video. This sneak peek, brought to you by the creative minds at BBDO New York, unveils the intersection of fun and belonging in a way only M&M’S can master.
The teaser spotlights the iconic M&M’S characters extending comfort to three NFL Hall of Fame Legends—Dan Marino, Terrell Owens, and Bruce Smith—who narrowly missed securing a Super Bowl ring in their illustrious careers. Introducing the innovative “M&M’S Almost Champions Ring of Comfort,” featuring real diamonds created in a specialized lab from the universally comforting ingredient: peanut butter-infused M&M’S.
Gabrielle Wesley, Chief Marketing Officer at Mars Wrigley North America, expresses, “M&M’S is all about using the power of fun to create a world where everyone feels they belong.” The campaign seeks to inspire everyday happiness and entertain fans by partnering with NFL Legends, debuting a custom ring adorned with diamonds made from real M&M’S peanut butter.
The star of the show, the “M&M’S Almost Champions Ring of Comfort,” showcases lab diamonds created from M&M’S peanut butter. The largest diamonds on the ring are crafted by subjecting the household staple to high-pressure conditions, including 3,000°C temperatures and 800,000 pounds per square inch of pressure, before transforming them into their final form. The 14K gold ring features a diamond-encrusted replica of the beloved M&M’S Orange character.
A delightful surprise awaits within the ring—an internal compartment housing a miniature football stadium designed for a single Peanut Butter M&M’S.
Hall-of-Famer Dan Marino, sharing his thoughts on the campaign, highlights its essence of sportsmanship and inclusivity. The full 30-second ad spot is scheduled to air during the first commercial break in the first quarter of Super Bowl LVIII, broadcast on CBS on Sunday, Feb. 11, 2024.
The “Super Bowl LVIII Campaign Teaser” marks a unique blend of confectionery, snacks, and sports industries. BBDO New York, the masterminds behind the campaign, have created six captivating media assets to fuel the excitement leading up to the big game.
As the teaser sets the stage for an unforgettable Super Bowl experience, stay tuned for the full release, promising surprising twists that capture the spirit of sportsmanship and the joy of M&M’S. This campaign is not just about snacks; it’s a celebration of moments, fun, and the timeless connection M&M’S creates in the hearts of fans nationwide.
