M&M’S®, proudly part of the Mars family of brands, released its Super Bowl LVIII ad, “Almost Champions.” Building on its mission to use the power of fun to create a world where everyone feels they belong, M&M’S partnered with NFL Hall of Fame Legends Dan Marino, Terrell Owens, and Bruce Smith, alongside a special guest, in its new Super Bowl LVIII campaign. In the spot, 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,” making light of their experiences as “almost champions” – something each of these incredibly talented superstars can relate to as they all finished as a runner-up in their respective Super Bowl appearances.
The “M&M’S Almost Champions Ring of Comfort” prominently features real diamonds created in a specialized lab, using delicious, comforting M&M’S peanut butter—a product that consumers say gives them comfort. The 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.
Peanut Butter M&M’S have been a longtime fan favorite product. Knowing that peanut butter remains one of the most popular flavors in the confectionery category, M&M’S is building on its portfolio of peanut butter offerings with two new innovations: M&M’S Peanut Butter Minis and M&M’S Peanut Butter Megas.
M&M’S Peanut Butter Mega packs the ultimate peanut butter punch, with more peanut butter for flavor lovers and fans. M&M’S Peanut Butter Minis has also joined the iconic M&M’S line-up, inspiring peanut-butter happiness by combining the beloved flavor of M&M’S Peanut Butter chocolate candies with the tiny fun size of M&M’S Minis, delivering a rich, peanut-buttery taste and satisfyingly crunchy candy shell in every teeny-tiny bite.
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.
To learn more about the campaign, and the Peanut Butter M&M’S product lineup, visit mms.com/super-bowl. Fans can also follow the brand on Instagram, TikTok, Facebook, and X, and sign up for the M&M’S newsletter here to be among the first to know about future M&M’S news.