Teaming up with agency BBDO New York, the Mars owned candy brand M&M’s released its Super Bowl LVIII campaign on 6 February – a week ahead of the Big Game – called ‘Almost Champions’.
The spearhead spot stars actress Scarlett Johansson (who has never won an Oscar) alongside NFL legends Dan Marino, Terrell Owens and Bruce Smith (a trio of legendary NFL football stars none of whom ever actually won the Super Bowl).
M&M’S ‘Almost Champions’ campaign runs across M&M’S full ecosystem: including in select M&M’S Stores, and on its digital platforms and on https://www.mms.com/en-us/super-bowl
The hero ad sees Johansson and the trio of football icons in a lab with the familiar M&M’S characters admiring the first-of-its-kind ‘M&M’S Almost Champions Ring of Comfort’ while they all have a self-deprecating giggle about the feeling of being ‘almost champions’.
Indeed, each of these talented stars linked up with one of the world’s biggest chocolate snack brands to humbly relate to finishing as ‘runners-up’ in their respective Oscar nominations and Super Bowl appearances.
The ‘M&M’S Almost Champions Ring of Comfort’ features real lab-made diamonds created using M&M’S Peanut Butter: a product that, apparently, consumers say gives them comfort. The ring seeks to upend the long-standing US sports tradition that only winners walk away with a victory ring.
The spot features M&M’S signature marketing humor and leans into M&M’S brand purpose of ‘using the power of fun to create a world where everyone feels they belong’.
Dropping online ahead of the game on 6 February, the 30-second spot – M&M’S ninth Super Bowl ad (dating back to 1998) – airs during the first commercial break in the first quarter of Super Bowl LVIII on CBS on 11 February.
M&M’S also teamed up with clothing brand Champion to release the limited-edition ‘Champion Comfort Collection by M&M’S’. The capsule collection, only available for fans of this year’s Big Game runner-up, features a two-piece hoodie and jogger set made of luxuriously soft fleece.
Decorated with colourful M&M’S candies embroidered along the hood, chest and leg for ultimate style, the set also includes a front pocket that is perfect for a pack of comforting Peanut Butter M&M’S candies.
From the digital release of the hero ad through to Super Bowl Sunday, fans were encouraged to enter for a chance to win their own Champion Comfort Collection by M&M’S limited-edition set by visiting mms.com to pledge their fandom and submit which team they’re rooting for on Sunday.
If their team loses the Big Game, they can still be a winner as a select number of fans will receive the limited-edition set – along with packs of Peanut Butter M&M’S – to provide comfort when it’s needed most.
The campaign was created, executed and rolled out by a joint BBDO New York and Team Omnicom group.
“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.”
“At Mars, there’s nothing we love more than to inspire moments of everyday happiness,” said Gabrielle Wesley, CMO Mars Wrigley North America. “From our beloved M&M’S characters and legendary stars in our “Almost Champions” ad, to an iconically comfortable collaboration with Champion, we hope this campaign will provide comfort and delicious fun for everyone.”
“At Champion, we believe wins are amazing moments, but it’s just as important to champion the thrill of competition, the ‘almost-win’, the journey, and the love of the game,” said Vanessa LeFebvre, President of Global Activewear. “Everything we do is driven by a relentless desire to inspire people to champion what they are passionate about, and to cheer on the team they believe in, in style. We’re excited to team up with M&M’S to provide fans with a canvas for self-expression and comfort while enjoying the Big Game!”
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