Reese’s, in partnership with creative agency Erich & Kallman, is building anticipation for its 2025 Super Bowl ad with quirky teaser films featuring people crazily running toward a lava-spewing volcano, instead of running away from the disaster.
These hilarious shorts hint at the return of Reese’s Lava Big Cups, promising another bold and bizarre campaign.
This campaign follows Reese’s 2024 Super Bowl ad, a hit featuring Will Arnett’s narration and introducing Caramel Big Cups — a gooey, molten-filled take on the iconic candy.
The ad landed in the top half of the USA TODAY Ad Meter, showcasing the brand’s humor and daring creativity.
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In a statement exclusive to DesignRush, Ryan Riess, vice president of strategy and creative at The Hershey Company, expounded more about the brand's Super Bowl 59 commercial:
“This year, we’re doubling down on our signature slapstick humor and celebrating our passionate fans. In the end, we want to create a memorable ad that not only excites consumers but makes them want to try Reese’s Chocolate Lava Cups.
We’re confident this unforgettable ad will have consumers rushing to stores nationwide after the Big Game to grab our latest addition.”
Reese’s return to the Big Game underscores how brands leverage one of the biggest sporting events in the U.S. to catch people's attention and widen their market reach by making bold, memorable moments.
Fans will have to wait until February 9 to see Reese’s full 30-second spot during the Big Game. Until then, the mysterious connection between chocolate and lava will remain one of Super Bowl Sunday’s hottest questions.
It’s Lavaaa!!!
Reese’s has unveiled two 15-second teaser ads, each opening with the playful narration, “Reese’s has big news!”
In one spot, a bride ditches her wedding mid-ceremony, joyfully screaming, “Lava!” as she sprints toward an erupting volcano, tossing her bouquet aside.
Meanwhile, the second spot features an elderly woman on an electric scooter, zooming up the volcanic slope and also shouting “Lava!” at the top of her lungs.
Both teasers conclude with a reminder of the Game Day when the full ad will be revealed.
Many brands are making a return to the Super Bowl this year, while several first-timers are stepping onto the stage for the first time.
While Reese’s makes its comeback, ice cream brand Häagen-Dazs is dropping its first-ever Super Bowl ad this year.
