M&M’s Super Bowl ad – Scarlett Johansson, Dan Marino, Terrell Owens and Bruce Smith

Sweet Victory in Defeat: M&M’S ‘Almost Champions’ Super Bowl Spectacle

In a delightful twist of fate, M&M’S takes the sting out of second place with its Super Bowl LVIII ad, “Almost Champions.” This year, the iconic candy brand sweetens the bitter pill of narrowly missing victory by teaming up with Scarlett Johansson and a trio of NFL legends—Dan Marino, Terrell Owens, and Bruce Smith. Set in a whimsical lab, this star-studded ensemble introduces the “M&M’S Almost Champions Ring of Comfort,” embodying the brand’s signature humor and heartwarming message of belonging, even in runner-up status.

Pros:

1. Celebrity Charm: The ad sparkles with the star power of Scarlett Johansson and NFL icons, blending Hollywood glamour with sports heroism. Their self-deprecating humor and camaraderie lend authenticity and relatability, making the concept of “almost winning” both dignified and delightful.
2. Innovative Comfort: Introducing the “M&M’S Almost Champions Ring of Comfort,” made with lab-created diamonds from M&M’S Peanut Butter, is a genius stroke. It’s a tangible symbol of comfort and luxury for the runner-ups, cleverly tying the brand to moments of solace.
3. Engaging Collaboration: The partnership with Champion® to release a limited-edition “Champion Comfort Collection by M&M’S” is a strategic move. It extends the ad’s theme into a wearable form of comfort, offering tangible consolation through stylish, M&M’S-themed apparel.

Cons:

1. Niche Appeal: The humor and concept might resonate more with sports fans and pop culture enthusiasts, potentially alienating viewers outside these demographics.
2. Complex Message: The multifaceted approach, celebrating “almost champions” while promoting a product line, might dilute the core message for some viewers, making it harder to grasp the ad’s primary aim.
3. Promotion Overload: The ad juggles promoting the M&M’S brand, the special ring, and the Champion collaboration, which might overwhelm viewers and detract from the simplicity of enjoying the Super Bowl and its commercials.

Conclusions

M&M’S “Almost Champions” is a brilliant blend of humor, heart, and a hint of luxury, offering a comforting pat on the back to those who come in second. With Johansson and the NFL legends leading the charge, the ad cleverly celebrates the spirit of competition and the sweetness of finding joy in every outcome. While it may navigate a narrow appeal and a bustling array of promotions, its charm, innovation, and engaging partnerships make it a memorable addition to the Super Bowl commercial lineup.

“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!“