Following the success of its 2024 ad from last year, the leading candy brand in the US will return to the Super Bowl telecast with an ad featuring even more humor and creativity.
Last year's commercial, which aired during the NFL's most-viewed Big Game ever, garnered millions of views across social platforms and sparked a viral debate over the new Reese's Caramel Big Cup. This year's spot will build off the success of Reese's Caramel Big Cup as the #1 CPG innovation of 2024.
"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," says 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!"
The 30-second spot, created by Erich & Kallman, will feature Reese's signature wit, a few surprises and that iconic peanut butter and chocolate combo.