Reese's Use Sight Gags to Promise a 'Big Change' in Super Bowl Teasers

The 15-second videos, from Erich & Kallman, center on fan passion

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Hershey has launched two short videos in the run-up to its Super Bowl 58 campaign for legacy brand Reese’s, using over-the-top sight gags to tease a “big change” to its beloved product.

The company won’t specify what that “big change” is just yet, but the creative from independent agency Erich & Kallman aims to make it clear that fans are less than thrilled with the development. 

Informed of the news by a voice of god narrator, characters in the 15-second spots drop what they’re doing, freeze in place, stare straight at the camera and yell “noooooooooo.”



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