• by Erik Oster , February 8, 2024

M&M’s has already hyped the “Almost Champions Ring of Comfort” at the center of its Super Bowl campaign. Now the Mars flagship brand has unveiled its full Super Bowl spot, starring Scarlett Johansson alongside previously announced NFL legends.

The 30-second ad elaborates on the creation of the consolation prize, by showing the “actual science” behind the process. This includes polishing the rings with the wistful sighs of NFL icons who almost won a Super Bowl ring -- Dan Marino, Terrell Owens and Bruce Smith -- as well as Scarlett Johansson, who exclaims, “I’ve lost two Oscar races”” by means of explanation.

The brand partnered with clothing brand Champion to release a related clothing collection with a twist: it’s only available, through a promotional sweepstakes, for fans of the team that does not win the Super Bowl. Fans have through Feb. 11 to enter to win the Champion Comfort Collection by M&Ms set, along with a shipment of Peanut Butter M&Ms, to comfort them following defeat. The limited-edition Champion Comfort Collection by M&Ms comprises a matching hoodie and jogger set made of soft fleece material, with M&Ms candies embroidered along the hood and chest of the hoodie, and the leg of the jogger.

With all the content being pushed out by the brand, M&M’s generated around 176 social media mentions related to the Super Bowl from Jan. 31-Feb.6, also generating 865 engagements, according to social media analytics company Sprout Social.