Reese’s Screams ‘It’s Lava Time, Baby!' for Big Game Ad via Epoch
Hold on to your chocolate and peanut butter-loving grandma…because It’s Lava Time, Baby! Ever since Reese’s Chocolate Lava Big Cup hit stores nationwide, fans everywhere have been buzzing with excitement, like a volcano ready to erupt. To address this build-up, the #1 candy franchise in the US1 is returning to the Big Game with a serious public service announcement…
Don’t eat lava. Eat Reese’s Chocolate Lava Big Cup instead.
When Reese’s fans are involved, there’s no volcano they won’t climb to get their hands on their favorite treats – especially the new Reese’s Chocolate Lava Big Cup. To capture this sheer excitement, the brand is back in the Big Game with a new ad with its signature humor. In the :30s spot created by Erich & Kallman, a concerned park ranger reports live from the site of an active volcano where Reese’s fans are going to extreme lengths to get their hands and taste buds on the lava flow. As passion builds, a team of park rangers rein in the mayhem – saving grandma from scootering into the lava – and clearing the confusion: Don‘t. Eat. Lava. Eat ooey-gooey Chocolate Lava. Classic mix-up, fans.
“There’s nothing better than seeing our fans go wild over new flavor additions to the classic Reese’s chocolate and peanut butter combo,” said Ryan Riess, vice president of brand strategy and creative development, The Hershey Company. “The Big Game is the perfect stage to showcase our fan's energy – whether that be from the top of a volcano or on the couch during football Sunday.”
The film was directed by Matias & Mathias of Epoch Films. On directing the campaign, the duo says, “Although the characters’ obsession with Reese’s Chocolate Lava Big Cups is completely realistic and very easy to identify with, our favorite part of this project was seeing all the talented people we got to work with become obsessed with making the lava flows of our dreams become a reality.”
It’s Lava Time, Baby – All Week Long
To build upon last year’s Big Game success, this year, the brand is bringing its ad out of the big screen and taking fan engagement to new heights (literally) in the lead up to the most active stage in sports and media.
- Shout “It’s Lava Time, Baby!” at Reese’s Voice Activated Volcano at the Riverwalk Outlets (500 Port of New Orleans Pl, New Orleans, LA 70130) on Tuesday, February 4 and receive a free Reese’s Chocolate Lava Big Cup.
- Snack on Reese’s with the Kelce brothers all week long as we celebrate the start of our year-long partnership with the New Heights podcast and pop-up on Jason’s ESPN show, “They Call it Late Night” in the lead-up to the Big Game.
- Stream (and listen to) Barstool Sports live from NOLA. Your favorite unapologetic hosts across Barstool’s live podcasts and digital shows will match Reese’s fans’ unapologetic love for chocolate lava. If you’re not already, follow Barstool Sports’ shows and personalities on social media and don’t miss Reese’s real life Chocolate Volcano.
Don’t Want to Visit a Volcano to Experience the Lava?
No worries, Reese’s Chocolate Lava Big Cup is available in standard and king sizes at retailers nationwide. Stock up NOW and keep your eyes open for a new snack size option coming to shelves this March…
JUST REMEMBER: DON’T EAT LAVA. EAT REESE’S CHOCOLATE LAVA.
Follow along for everything about the Reese’s brand on Instagram and Facebook.
Credits:
Company: Hershey
Vice President of Marketing, U.S. Confection, Grocery, and Protein Snacks: Daniel Mohnshine
Vice President, Brand Strategy & Creative Development: Ryan Riess
Senior Director, Brand Equity & Activation Marketing: Amy Minderman
Senior Brand Manager, Reese’s Brand: Melissa Blette
Senior Associate Brand Manager, Reese’s Brand: Alex Galbraith
Senior Associate Brand Manager, Reese’s Brand: Chelsea Murren
Vice President, Media & Marketing Technology: Vinny Rinaldi
Head of U.S. Communications & Brand PR: Anna Lingeris
Manager, Corporate Communications & Brand PR: Lindsay McCabe
Senior Manager, Integrated Media, Chocolate: Brad Cutler
Manager, Integrated Media, Reese’s Brand: Alison Martin
Senior Manager, Consumer Insights: Amanda Beacher
Fellow, Creative Lead, In-House Agency: Adam Cook
Creative Credits: Erich & Kallman
Production Company: Epoch Films
Directors: Matias & Mathias
EP: Melissa Culligan
Line Producer: Ritu Paramesh
1st AD: Jesse Fleece
DP: Christian Springer
Production Designer: Phil Messina
Costume Designer: Jennifer Johnson
Edit: Arcade Edit
Finishing: The Mill
Color: The Mill
Mix and Sound Design: One Union Recording Studios
Edit: Clockwork Casting
PR: Zeno Group
Paid Media: MiltonOne
