Reese’s Teases Super Bowl Ad with Volcanic Desire

“Reese’s has big news… It involves Lava,” says the voiceover in the Hershey brand’s teaser videos for its Super Bowl ad.

Created by agency Erich & Kallman and directed by duo Matias & Mathias, the first film shows a bride jilting her future spouse at the altar, tossing away the bouquet of flowers as she sprints towards an erupting volcano, screaming for lava. The second 15-second spot shows an elderly woman on a mobility scooter rocketing up the side of the same mountain, also bellowing for this seemingly magnetic magma.

It’s a little bit kooky, and a touch confusing – why are they chasing this natural phenomenon? – but we’re sure Reese’s 30-second Big Game commercial will answer any questions. 

Last year,  Erich & Kallman brought Reese’s to the Super Bowl with an equally bizarre ad, introducing the world to Reese's Lava Big Cups - a gooey, lava-like filling for the classic confectionery. And these teasers suggest that the product may take centre stage once again.

The 2024 film, voiced by Will Arnett and directed by Harold Einstein, was a hit with Super Bowl fans, landing in the top half of the USA TODAY Ad Meter, and also featured plenty of screaming. If the teasers for 2025 are anything to go by, this year’s ad will continue with a similar wacky sense of humour.

"The positive reception of our 2024 ad from customers and consumers helped generate great commercial success for the brand and Reese's Caramel Big Cups,” said Ryan Riess, Hershey’s vice president of brand strategy and creative development in a December statement. “For 2025, we knew we had to go bigger and bolder. “If last year's spot taught us anything, it's that people want more Reese's in their lives. So, here we are – back for round two!"

Fans will have to wait until the big day, February 9th, to see what all the excitement for this eruption is all about.