Inside Reese's Frenetic Super Bowl Ad: Sight Gags and Slapstick Humor Intro a New Product

Creative for the 30-second spot, from Erich & Kallman, got a pivotal tweak from the brand

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Everybody takes bad news differently, and for seven characters in the Super Bowl 58 spot for Reese’s, simultaneous overreaction is the order of the day.

After a voice of god narrator suggests the unthinkable—Reese’s is toying with a classic American confection—one man is so distraught that he drunks his face into a crock pot of chili, while another runs his head through a wall. Grandma does a spit take, an adorable mutt howls, a guy upends a coffee table and a woman crashes through a window.

But

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