Reese’s is turning up the heat for this year’s Super Bowl with a quirky campaign that has fans wondering what exactly the Hershey brand has in store. In two teasers created by agency Erich & Kallman and directed by Matias & Mathias of Epoch Films, the candy giant hints at an explosive new product reveal.
The first 15-second teaser features a runaway bride ditching her groom at the altar, tossing her bouquet aside, and sprinting towards a glowing volcano while shouting for “lava.”
The second spot ups the absurdity, showing an elderly woman on a mobility scooter zooming up the same mountain, also passionately calling out for the molten rock.
While the teasers leave plenty to the imagination—why the obsession with lava?—it’s safe to say that Reese’s will once again lean into the wacky humor that made its 2024 Super Bowl spot a hit. That ad introduced the Reese’s Lava Big Cups, filled with a gooey, lava-like caramel core, and featured a screaming, over-the-top delivery from narrator Will Arnett.
Directed by Harold Einstein, the spot landed in the top half of the USA TODAY Ad Meter rankings, cementing Reese’s presence in the Super Bowl ad game.
“The positive reception of our 2024 ad from customers and consumers helped generate great commercial success for the brand and Reese’s Caramel Big Cups,” said Ryan Riess, Hershey’s vice president of brand strategy and creative development, in a December statement. “For 2025, we knew we had to go bigger and bolder. If last year’s spot taught us anything, it’s that people want more Reese’s in their lives. So, here we are—back for round two!”
The teasers, featuring the mysterious lure of magma, suggest Reese’s Lava Big Cups—or perhaps an equally gooey new product—will once again take center stage. Fans will have to wait until February 9th to find out exactly how the eruptive theme ties into Reese’s latest offering.
Last year’s commercial had the internet buzzing and snack aisles emptying. The ad, which aired during the most-viewed Big Game ever, garnered millions of views across social platforms and sparked a viral debate, ultimately leaving fans screaming ‘YES’ for the new Reese’s Caramel Big Cup. The campaign earned critical acclaim, ranking #2 in Kantar’s League Table and System 1’s rankings, and received an A+ from the Kellogg School of Management list.
“The positive reception of our 2024 ad from customers and consumers helped generate great commercial success for the brand and Reese’s Caramel Big Cups. For 2025, we knew we had to go bigger and bolder,” said Ryan Riess, vice president of brand strategy and creative development, The Hershey Company. “If last year’s spot taught us anything, it’s that people want more Reese’s in their lives. So, here we are – back for round two!”
Until then, the teasers promise a fiery blend of chaos and comedy, continuing Reese’s streak of offbeat Super Bowl ads that have earned both laughs and attention. Whatever the reveal, one thing is certain: Reese’s is ready to melt hearts (and maybe some chocolate) in this year’s Big Game.
CREDITS:
BRAND: Reese’s
Vice President: Ryan Riess
AGENCY: Erich & Kallman
- Chief Creative Officer: Erich & Kallman
- Founders: Erich & Kallman, Steven Erich
- President: Steven Erich
- Executive Creative Director: Rikesh Lal
- Creative Directors: Jason Goldberg, Clark Chamberlin
- Associate Creative Directors: Jason Goldberg, Clark Chamberlin
- Copywriter: Jason Goldberg
- Art Director: Clark Chamberlin
- Head of Production: Kati Haberstock
- Operations: Kati Haberstock
- Producer: Fearghal ODea
- Brand Director: Kate Frazier
- Account Manager: Cat Maclennan
PRODUCTION COMPANY:
- Director: Harold Einstein
- Producer: Michael Kanter
- Director of Photography: Glynn Speeckaert
- Production Designer: Patrick Lumb
PRODUCTION SERVICE COMPANY: Clockwork
POST PRODUCTION: House of Parliament
- VFX Supervisors: Phil Crowe, Cynthia Lee
- Creative Director: Cynthia Lee
- Creatives: Edgar Delatorre, Matthew Steidl, Rich de Carteret, Sam Hencher
- Producers: Emma Hertz, Kat Maidment, Nora Brosnan, Rachel Greco
COLOR: Co 3 LA
- Colorist: Tim Masick
- Color Producer: Ryan Moncrief
- Color Assistants: Stephen Winterhalter, Quinn Wright
EDIT: Arcade Edit
- Editor: Dave Anderson
- Edit Assistant: Paulo Miramontes
- Executive Producer: Criss DeSimone
- Producer: Wendy Umanzor
- Head of Production: Megan Dahlman
MUSIC: M Squared
- Sound Engineers: Mark Pitchford, Hayley Kay
- Sound Producer: Sarah Benedict
ANIMATION: Goldenchild
- Managing Director: Matthew Marquis
- Executive Producer: Pierre Nobile
- Creative Director: Fons Schiedon
- Designer: Pete Pace
- FX Artist: Ben Watts
- Compositing: Justin Puda
- Flame Artist: Stephan Pilon
- Colorist: Luis Silva
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