M&M's partners with Super Bowl runners-up Dan Marino, Terrell Owens and Bruce Smith on campaign.
M&M’s released the teaser for its Super Bowl LVIII campaign that features the candy’s beloved characters consoling NFL legends.
The spot sees the M&M characters offer solace to Dan Marino, Terrell Owens and Bruce Smith, all of whom just missed securing a Super Bowl ring in their respective games.
The gesture involves presenting them with the M&M's Almost Champions Ring of Comfort, featuring real diamonds made in a specialized lab from peanut butter.
Rings were created by exposing M&M’s peanut butter to a high-pressure environment – including 3,000 degrees celsius temperatures and 800,000 pounds per square inch of pressure – before grinding and grading the diamonds into their final form.
The 14K gold ring is adorned with a diamond-encrusted replica of Mars' beloved M&M's Orange character. 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.
"As a legendary brand, M&M'S is present during key cultural moments and we're thrilled to be showing up once again at Super Bowl LVIII," says Ellen Thompson, general manager, Mars Wrigley Canada, in a statement. "Mars is inspiring moments of everyday happiness and a new era of connection with Canadian audiences, celebrating sportsmanship and fun with our beloved character and the nation's favourite flavour – peanut butter. It's a proud moment for Mars Canada to join the Super Bowl legacy and bring our unique twist of comfort and inclusivity to Canada's vibrant sports culture."
The full 30-second ad spot will air during the first commercial break in the fourth quarter of Super Bowl LVIII, which will be broadcast on CTV on Feb. 11.
Watch the teaser below: