Hershey to Consumers: Have Fun With Your Food New Twizzlers Spots From DDB Urge Viewers to 'Play First. Eat Later.'

NEW YORK-Hershey Foods is repositioning Twizzlers to emphasize the brand’s playful qualities in a new campaign from DDB breaking today.

The three 30-second, live-action spots—two for Twizzlers Twisters and one for Pull and Peel candy—mark a departure from 15 years of animated executions.

In the first commercial, a man stands on a desk, entertaining co-workers with an impersonation of their boss. Pretending a Twister is a mustache, he says, “I have something very important to say to you all, bluh, bluh, bluh.