M&M’s is giving out its “Almost Champions” ring as part of its ad for Super Bowl LVIII, with the bling going to three players who lost Super Bowl games as well as actress Scarlett Johansson.
Miami Dolphins quarterback Dan Marino, who lost in Super Bowl XIX, starts off the spot.
A scene in a lab shows wide receiver Terrell Owens, who lost in Super Bowl XXXIX while with the Philadelphia Eagles, and Buffalo Bills running back Bruce Smith, who lost in four consecutive Super Bowl games.
“I’m no stranger to laying it all out on the field and still not seeing those efforts result in a win,” Owens says in the ad. “You’re not going to win every game in life, which is why you’ve got to remember to have fun through it all.”
Johansson, also in the scene, lost out on two Oscars when she was nominated in 2019 in two actress categories.
The ad focuses on peanut butter M&M’s. The orange M&M character wears a gold ring with diamonds made in a lab from M&M’s peanut butter.
Playing on highly complex championship rings, the “Almost Champions Ring of Comfort” opens up to show a stadium big enough to hold one of the candies in place. A diamond three-leaf clover is also on one of the rings.
The 30-second spot will play during the first commercial break of the first quarter, M&M’s said.
In addition to the sports and movie stars in the spot, M&M’s also partnered with sportswear company Champion to create a two-piece fleece hoodie and jogger set.
As part of a sweepstakes where fans say which team they are rooting for, the companies will be giving away clothes and packs of peanut butter M&M’s to fans of the losing team.
“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,” Vanessa LeFebvre, the company’s president of global activewear, said.
• Brad Matthews can be reached at bmatthews@washingtontimes.com.
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