Tired of reading about all the Super Bowl spots airing yet? Well, don’t fall asleep on this one, because we at Reel 360 embrace dumb humor. And Reese’s first Super Bowl spot ever for a new candy bar Take5, which we are actually curious about, is really dumb and really funny. Perfect for the Big Game.
Created by AOR mcgarrybowen, the new spot helps rebrand the Take5 bar into Reese’s Take5 bar. According to the Hershey-owned brand, the candy bar has always been a delicious combo of five layers – Reese’s peanut butter, of course – as well as chocolate, caramel, peanuts and pretzels. But when you find out that the peanut butter is really Reese’s peanut butter? Well, Take5 gets even perfecter. (Thanks for that Wieden & Kennedy)
“It’s time the world learns why they’ve always loved Take5 bars so much,” said Jack Wilder, Reese’s senior brand manager. “But more importantly, it’s time that the Take5 bar goes to its rightful owner, Reese’s.”
Directed by Harold Einstein at Dummy, the spot starts normally enough with a woman, Trish, eating a Take 5 bar at her desk. Her co-worker then asks her what she’s eating. She nonchalantly says it’s a Reese’s Take 5 bar, and then she lists off the ingredients: chocolate, peanuts, caramel, peanut butter, and pretzels. Her co-worker says he’s never heard of it, and Trish asks, “Where’ve you been, under a rock?”
Boom. Indeed, her co-worker is, typing on his laptop while underneath a rock. The spot proceeds to take on a ton of English idioms and imagines them literally, turning them into the most ridiculous puns you’ve ever seen. Watch below:
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Matt Ian, Chief Creative Officer, mcgarrybowen New York
“Take5 is next-level delicious. Yet almost no one has heard of it. So, when we sat down to come up with ideas, the first question we had to ask ourselves was, “Why? Were we living under a rock?” And from there, we were off to the races.”
Ned Crowley, Global Chief Creative Officer, mcgarrybowen, added,
“The one thing I love about the spot is that it has great breakthrough potential, but it doesn’t come off like it’s trying too hard. I think that’s’ because we didn’t set out to make a great Super Bowl spot. Just a great Take5 spot.”
It is a great Take5 spot and a great spot.
CLIENT: Reese’s
- President, U.S., The Hershey Company: Chuck Raup
- Chief Marketing Officer, The Hershey Company: Jill Baskin
- Senior Director, Reese’s: Veronica (Vero) Villasenor
- Marketing Director, C-Suite Studio, The Hershey Company: Ryan Reiss
- Senior Brand Manager, Reese’s: Jack Wilder
- Associate Brand Manager, Reese’s: Vivek Mehrotra
- Video Subject Matter Expert: William Wiegman
AGENCY: mcgarrybowen
- Global Chief Creative Officer: Ned Crowley
- New York Chief Creative Officer: Matthew Ian
- Executive Creative Director: Michael Straznickas
- Executive Creative Director: Dave Reger
- Group Creative Director: Jason Stefanik
- Group Creative Director: Alex Taylor
- Group Managing Director: Sally Cox
- Account Director: Kate Pinelli
- Account Supervisor: Kelsey Wieties
- Group Executive Producer: Eric Faber
- Director of Content Production: Steve Ross
- Chief Strategy Officer: Jamie Shuttleworth
- Group Strategy Director: Anna Conroy
- Senior Planner: Lee Boshes
- Digital and Social Content Strategist: Kelly Dittrich
- Director of Business Affairs: Joann Baker
- Senior Business Manager: Alica Townsend
- Senior Music Producer: Brandy Ricker
- Talent Supervisor: Jamika Logan
PRODUCTION COMPANY: dummy
- Director: Harold Einstein
- Producer: Michael Kanter
- Director of Photography: Jonathan Freeman
EDITORIAL: Arcade Edit
- Editor: Sean Lagrange
- Assistant Editor: Paulo Miramontes
- Senior Producer: Kristen Thon-Webb
- Managing Partner: Damian Stevens
VFX PRODUCTION: The Mill
- Executive Producer: Anastasia von Rahl
- Producer: Alex Bader
- Associate Producer: Ade Macalinao
VFX CREATIVE: The Mill
- Creative Director: John Shirley
- Shoot Supervisor: Alex Candlish
- 2D Lead Artist: Roxy Zuckerman
- 3D Lead Artist: Jason Monroe
- 2D Artist: Brett Lopinsky
COLOR: The Mill
- Colorist: Adam Scott
- Color Associate Producers: Jessica Amburgey, Blake Rice
- Color Assist: Carver Moore, Logan Highlen, Gemma Parr
AUDIO POST: Another Country
- Mixer: John Binder
- Executive Producer: Tim Konn
SOURCE: mcgarrybowen
Contact Colin Costello at colin@reel360.com or follow him on Twitter at @colinthewriter1
