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

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

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

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in