Mars, Incorporated's M&M's is making something special for NFL "almost champions" Terrell Owens, Bruce Smith and Dan Marino in its latest teaser for its Super Bowl ad.
In the "M&M’S Almost Champions Ring of Comfort" teaser, the brand's character, Yellow, explains how Super Bowl winners get the world's admiration and a "fancy ring," while runners-up get nothing.
Yellow, who is voiced by actor J.K. Simmons, then introduces Hall of Famer Dan Marino as a retired cop, but he is immediately corrected by Red.
Now properly presented as an "almost champion," Marino makes an appearance to "reclaim what's his."
Red corrects Yellow again as he starts to explain the ring-making process similar to the famous scene in "The Lord of the Rings," showing the overall "movie trailer" theme of the commercial.
A "mad scientist" is then shown using peanut butter (or what is referred to by Yellow as the "most treasured resource known to humankind") to make diamonds.
After fast-forwarding the scientific process, the diamonds are then forged into rings to be given to almost champions Owens, Smith and Marino.
"The Almost Champions Ring of Comfort, coming to a Super Bowl near you," the narrator says, as the spot closes.
Marino, who poked fun at himself in the spot for coming up short in previous Super Bowls, shared that making the commercial was a "lot of fun."
"Everybody's going to love the commercial because we're making a little bit of fun over the fact that we didn't win Super Bowl rings," the former Miami Dolphins quarterback added.
To Marino, the campaign highlights the essence of sportsmanship, which celebrates all players for the effort they put into their craft while enjoying the game.
"Historically, only one team walks away with a championship ring, but Mars' inclusive message to inspire moments of happiness and to bring fun to everyone on and off the field really resonated with me," Marino stated in M&M's official press release.
Meanwhile, Gabrielle Wesley, chief marketing officer of Mars Wrigley North America, shared the idea behind the campaign.
"To inspire moments of everyday happiness and entertain fans, it's only fitting that our Mars Brand gem partners with a roster of NFL Legends to debut a custom ring with diamonds made from real M&M'S peanut butter, providing one-of-a-kind carats and comfort for exceptional almost champions," Wesley explained.
The teaser trailer serves as a lead-up to the highly anticipated M&M's Super Bowl 30-second ad to be aired during "the first commercial break in the first quarter" of the Big Game on February 11.
Editing by Katherine 'Makkie' Maclang