Bruce Smith came close to hoisting the Lombardi Trophy as a member of the Buffalo Bills.
Smith, arguably the greatest Bills player of all-time, appeared in four consecutive Super Bowls as a member of the Bills in the early 90s, but never came away with a win. Those losses made Smith an ideal candidate to be featured in this year’s M&M’s Super Bowl LVIII commercial.
The commercial, The M&M’S Almost Champions Ring of Comfort, features three all-time greats who never won a Super Bowl ring: Smith, Dan Marino and Terrell Owens, a former Bills player in his own right.
In the commercial, Marino claims that M&M’s took their own peanut butter to compressed it into real diamonds. The diamonds are then polished by the sighs of former greats who never won the big game. The commercial then cuts to Smith and Owens sighing over the diamonds with Smith uttering the phrase, “Almost.” Actress Scarlett Johansson then makes a cameo sighing over the diamonds as well due to her losing two Oscar races.
The end result? A first-of-its-kind ring – featuring diamonds made from M&M’S Peanut Butter. M&M’s says that players who come up short in the big game will have an Almost Champions ring “so that everywhere can raise their glittering hands in triumph.”
A longer version of the commercial shows Smith sighing and saying, “Four times.”
Smith finished his career with 200 total sacks with 171 of them coming as a member of the Bills. He was named the NFL Defensive Player of the Year twice in his career, 11-time All-Pro (8-time first-team, 3-time second-team) and 11-time Pro Bowler. Smith was enshrined as a member of the Pro Football Hall of Fame in his first year of eligibility in 2009.
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