Some collaborations feel manufactured. Others feel inevitable. The latter is the case for the Reese’s Oreo Cup, the fan-requested mashup that united America’s best-selling candy brand with its most iconic cookie.
One year after its blockbuster debut, The Hershey Company is celebrating the product’s remarkable success with a new campaign starring Lindsay Lohan and Amy Sedaris, directed by Academy Award-winning actress Patricia Arquette in her commercial directing debut.
The 90-second spot embraces its own absurdity from the opening frame.
Lohan plays the serene owner of a wellness retreat helping a pair of constantly bickering twins find common ground. There’s just one catch: both twins are played by Amy Sedaris. As the dysfunctional siblings argue through therapy sessions, Lohan calmly reminds them she knows “a thing or two about twins”—a wink to her beloved dual performance in The Parent Trap.
The campaign, co-directed by Jake Wilson, leans into broad physical comedy, rapid-fire dialogue and sitcom energy without ever losing sight of the product. Real-life twins round out the cast, while Sedaris’ delightfully chaotic performance keeps the laughs coming. Watch below:
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It’s a smart creative strategy. Rather than simply reminding consumers the product exists, the campaign celebrates the idea that some pairings simply belong together—a theme that mirrors both the candy collaboration and its unlikely celebrity casting.
Directed by Patricia Arquette with creative production led by Juxtapose Studio, the campaign also marks a milestone for the actress, who steps behind the camera for her first commercial project.
The celebration comes with impressive business credentials.
According to Hershey, the Reese’s Oreo Cup has generated more than $188 million in retail sales since launching, making it the brand’s No. 1 innovation of 2025. The limited-edition collaboration also attracted younger consumers and expanded the Reese’s audience while validating years of online fan demand that imagined an Oreo and Reese’s mashup long before it became reality.
“The best innovations become part of culture because they tap into something consumers already care about,” said Melissa Blette, Senior Brand Manager at The Hershey Company. “Reese’s Oreo was inspired by a conversation consumers had been having for years. Watching that enthusiasm continue one year later has reinforced the value of building products with consumers, not just for them.”
“I love that I’m able to be a part of such a moment with Reese’s Oreo,” she said. “Working on this campaign has been such a fun experience, and it’s been amazing to see fans embrace this collaboration. Getting to share this moment and work with Amy and Patricia makes it even more special.”
Lohan echoed that sentiment.
Sedaris, naturally, had the funniest take.
“I’ve had some wonderfully strange jobs in my life, but helping bring a decades-old snack legend to life with Lindsay and Patricia is definitely up there,” she said. “Somehow Reese’s Oreo managed to turn nostalgia, friendship and peanut butter into a real job, and for that I’m grateful.”
The best advertising often starts with a simple truth. In this case, fans spent years imagining what would happen if Reese’s and Oreo finally shared the same wrapper. Rather than overcomplicate that idea, the campaign doubles down on chemistry—between brands, performers and audience expectations.
Lohan’s self-aware charm, Sedaris’ fearless comedic timing and Arquette’s confident direction create a spot that’s playful without trying too hard. It understands that consumers already know the product; the job now is to make them smile.
Mission accomplished.
