Erich & Kallman Explores the Dark, Twisted Psychology Behind Reese’s Puffs

By Patrick Coffee 

We don’t know about you guys, but the first thing we think of when considering kids’ sugary breakfast cereals is dismantling the patriarchy. Or breaking the bonds of a society unable to move past its sentimental attachment to childhood and let us be adults simply living our lives in the world.

Those are the themes explored in the latest campaign for General Mills from Erich & Kallman, the San Francisco agency launched almost three years ago by Eric Kallman and Steve Erich.


Building on the “what do you really want” motif, the E&K team delves a bit deeper into the psyches of its young protagonists. First, a not-quite-man visits his local DMV.

Things proceed to get a little heavy.

Next, the same scenario plays out in an otherwise innocent shopping expedition as a high school student seeks her prom dress and finds a bit more Id than expected.

We legitimately LOLed at both spots. Didn’t you take Psych 101 in undergrad?

Finally, a short.

You may recall that the agency picked up this brand along with Lucky Charms late last year. While GM generally doesn’t talk up its agency partners’ work, they were kind enough to provide us with credits for the latest campaign.

It launched last month and will ultimately run on broadcast, digital, Snapchat and Instagram. There’s also a digital audio-only version. And the client writes, “Since the brand has a history of interacting with basketball, the work will air during the 2019 State Farm College Slam Dunk & 3-Point Championships on April 4th.”


Client: General Mills
Agency: Erich & Kallman
Campaign: “What You Really Really Want”

Business Unit Director: Scott Baldwin
Marketing Communications Manager: Jake Coldren
Marketing Communications Assistant Manager: Jessica TeBrake
Executive Producers: Cheryl Broussard, Clint Allen

Creative Agency: Erich & Kallman
Creative Director: Eric Kallman
Art Director: Rob Stone
Copywriter: Patrick Newman
Account Director: Julie Pfleger
Account Supervisor: Aly Montero
Producer: Deb Drumm

Media Agency: Mindshare
Director, Planning: Megan Bandy
Senior Associate, Planning: Allison Hartnett
Manager, Planning: Vivek Mirmira

Production Company: Arts & Sciences
Director: Michael Warzin
Executive Producer: John Benson
Head of Production: Christa Skotland
Producer: Casey Byron

Service Production Company: Animals
Executive Producers: Miriana DiQuinzio, Christopher Hutsul
Service Producer: Merrie Wasson
Production Manager: Al Kuipers
Production Coordinator: Kyle Sanderson

Editorial Company: Arcade
Editor: Sean Lagrange
Managing Partner: Damian Stevens
Executive Producer: Crissy DeSimone
Head of Production: Kirsten Thon-Webb
Senior Producer: Rebecca Jameson