There’s nothing like a star-studded Super Bowl ad, and M&M’S has one that shines like a diamond.

With creativity that deserves serious recognition, team M&M’S and Team Omnicom hit all the right notes. It’s fun. It’s TOTALLY unique. It’s packed with famous faces. And everyone in the world will be googling “can you really make diamonds from peanut butter.” (Yes, you can, my friends—and no, you can’t do it at home. Too bad, right?)

But from behind the scenes, the context that this Super Bowl spot emerges from gets more fascinating the longer you look. And this is such a credit to Mars Wrigley, to M&M’S, and to our agency teams (BBDO New York & Critical Mass.) The “Almost Champions” spot serves a solid business purpose—putting peanut butter M&M’S into the world in the biggest of ways, on the biggest of brand stages. It’s like a trip to the Colosseum, but, of course, the Colosseum is in Rome, and Rome wasn’t built in a day.

The Super Bowl spot is part of a bigger plan. It’s one ingenious spoke in a hub of stunning breadth that M&M’S has been building for a while now. And seriously, what could be bigger than a Super Bowl spot?

Well, the only thing bigger than the biggest brand stage on earth is an entire brand world,  where nothing appears in isolation, where nothing is an unconnected fragment.

Deep in the technical and data-driven experience ecosystem we’ve been building with M&M’S and Mars Wrigley, the Super Bowl spot is connected to everything. From the comforting activations the moment you get off the plane in Las Vegas, to the co-branded candies in the flagship store on the strip. To the scientific diamond-making on the dot-com. To our behind-the-scenes CRM reaching fans in Chicago, Dallas, California, and beyond. It’s about bringing the Champion brand to “Almost-Champions” with a championship tracksuit. It's DoorDashing and Amazon-dot-comming all the buyables. And it’s a branded social post that invites you in.

It’s the journey you take that includes you, whoever you are. For all Funkind.

Well, I hope you enjoy the game. I will, with some peanut butter M&M’S of course. And by the way, they’re absolutely delicious—100% confirmed.