Mars Leaks M&M’s Super Bowl Commercial for 2024

M&M’S teamed up with Hall of Fame NFL trio “Almost Champions” and an acclaimed actor to reveal first-of-its kind ring featuring real diamonds made from M&M’S peanut butter.

Fame, glory, prize money, a snazzy ring — those are just a few things Super Bowl winners bag for outscoring their opponent in the NFL’s biggest game. But what about the runners up? The nearly but not-quites? Nada.

But today, M&M’S debuted its Super Bowl LVIII advertisement(Opens a new window), changing the “almost champions” game with a few of our favorite athletes — and one actor — who were this close to being the victor.

The ad reveals acclaimed actor 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(Opens a new window),” while having a self-effacing laugh about the feeling of being “almost champions.”

The Almost Champions are introduced to the first-of-its-kind “M&M’S Almost Champions Ring of Comfort(Opens a new window),” featuring real diamonds made in a specialized lab from an ingredient universally synonymous with comfort: peanut butter. M&M’S Peanut Butter, to be specific.

And yes, it’s really possible to make diamonds from peanut butter. We did it.

The first ever M&M’S peanut-butter-turned-diamond ring was created by exposing this common household staple to a high-pressure environment — including 3,000°C 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 our Orange spokescandy. 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 candy.

“In a market that’s harder than ever to capture the attention of consumers, the Super Bowl — as the No. 1 watched show year after year — is the perfect opportunity to inspire happiness and bring that sense of belonging to everyone, even (maybe especially!) for the fans and team who don’t bring home the top prize,” says Courtney McHugh, Vice President, Marketing, M&M’S North America.

To further comfort fans not celebrating a big win, we teamed up with clothing brand Champion® to offer the Champion Comfort Collection by M&M’S, only available to Almost Champions fans through a giveaway on MMS.com. Fans can pledge their loyalty from February 6–11. Fans of the losing team will automatically be entered for a chance to win a set.

The full 30-second ad spot will air 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 creation of the “M&M’S Almost Champions Ring of Comfort” and M&M’S lineup of peanut butter products and innovations, visit mms.com/super-bowl(Opens a new window). Fans can also follow the brand on Instagram(Opens a new window) and sign up for M&M'S newsletter(Opens a new window) to stay in the know on all M&M’S Super Bowl updates and announcements.