M&M's Mars

Almost Champions Ring of Comfort

Agencies: BBDO New York Team Omnicom

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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 humor 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 favorite thing about Mars' M&M'S Super Bowl campaign is the encouragement to have fun and a sense of humor, 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 favorite 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. 11, 2024. The campaign was created by BBDO New York and Team Omnicom.

This professional campaign titled 'Almost Champions Ring of Comfort' was published in United States in February, 2024. It was created for the brands: Mars and M&M's, by ad agencies: BBDO New York and Team Omnicom. This Integrated medium campaign is related to the Confectionery, Snacks industry and contains 3 media assets. It was submitted 21 days ago.


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