M&M’s swaps peanut butter for carats

Two big elements in Super Bowl spots are big-name players and audacious concepts, and for this year's work M&M's have certainly hit those marks.

Packaged as an Almost Champions Ring of Comfort, the new campaign sees the candy brand console players Dan Marino, Terrell Owens, and Bruce Smith, on missing out on a Super Bowl ring in their respective Big Game appearances by creating bespoke adornment encrusted with diamonds made from... peanut butter?

Using 'actual science', as the enjoyably cheeky spot so wittily proclaims, the specially created lab diamonds are made from M&M'S peanut butter; the household staple being exposed to a high-pressure environment – including 3,000°C temperatures and 800,000 pounds per square inch of pressure – before grinding and grading the jewels into their final form.

The audaciously idiotic concept from BBDO New York is brought to life by O Positive's Jess Coulter, creating a teaser that smashes together so many ideas into a tightly pressurised timeframe, it's hardly surprising that a diamond emerges.

Click on the links to see all of this year's Super Bowl teasers and in-game spots in one place, fully credited and constantly updated.