Reese's Super Bowl spot provokes strong reactions
Triggering a room-full of chocolate fans with a series of shocking revelations, Erich & Kallman and dummy.'s Harold Einstein make good on their Big Game teasers by messing with peanut perfection.
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Credits
powered by
- Agency Erich & Kallman/San Francisco
- Production Company dummy.
- Director Harold Einstein
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Credits
powered by
- Agency Erich & Kallman/San Francisco
- Production Company dummy.
- Director Harold Einstein
- Producer Michael Kanter
- Edit Company Arcade Edit
- Editor Dave Anderson / (Editor)
- Assistant Editor Paulo Miramontes
- Executive Edit Producer Crissy DeSimone
- Edit Producer Wendy Umanzor
- Head of Production - Edit Megan Dahlman
- VFX Company Parliament VFX
- VFX Supervisor Phil Crowe
- Color Company 3/New York
- Colorist Tim Masick
- Color Producer Ryan Moncrief
- Animation Company Golden LA
- Animation Managing Director Matthew Marquis
- Executive Animation Producer Pierre Nobile
- Sound Design/Audio Post M Squared Productions
- Chief Audio Engineer Mark Pitchford
- Audio Engineer Hayley Kay
- Executive Audio Producer Sarah Benedict
- Chief Creative Officer Eric Kallman
- Executive Creative Director Rikesh Lal
- Associate Creative Director/Copywriter Jason Goldberg
- DP Glynn Speeckaert
- Production Designer Patrick Lumb
- Associate Creative Director/Art Director Clark Chamberlin
- HP Kati Haberstock
- Producer Fearghal ODea
- VFX Supervisor/Creative Lead Cynthia Lee
- Animation Creative Director Fons Schiedon
- Animation Designer Pete Pace
Credits
powered by
- Agency Erich & Kallman/San Francisco
- Production Company dummy.
- Director Harold Einstein
- Producer Michael Kanter
- Edit Company Arcade Edit
- Editor Dave Anderson / (Editor)
- Assistant Editor Paulo Miramontes
- Executive Edit Producer Crissy DeSimone
- Edit Producer Wendy Umanzor
- Head of Production - Edit Megan Dahlman
- VFX Company Parliament VFX
- VFX Supervisor Phil Crowe
- Color Company 3/New York
- Colorist Tim Masick
- Color Producer Ryan Moncrief
- Animation Company Golden LA
- Animation Managing Director Matthew Marquis
- Executive Animation Producer Pierre Nobile
- Sound Design/Audio Post M Squared Productions
- Chief Audio Engineer Mark Pitchford
- Audio Engineer Hayley Kay
- Executive Audio Producer Sarah Benedict
- Chief Creative Officer Eric Kallman
- Executive Creative Director Rikesh Lal
- Associate Creative Director/Copywriter Jason Goldberg
- DP Glynn Speeckaert
- Production Designer Patrick Lumb
- Associate Creative Director/Art Director Clark Chamberlin
- HP Kati Haberstock
- Producer Fearghal ODea
- VFX Supervisor/Creative Lead Cynthia Lee
- Animation Creative Director Fons Schiedon
- Animation Designer Pete Pace
Change can be good, but when it's a case of messing with perfection, the old adage of "if it ain't broke, don't fix it" normally springs to mind.
However, to announce a seismic (i.e. super-sweet) change to its legendary Peanut Butter Cups, Reese's has fully leaned into the outrage; creating a spot which the brand hopes most audiences will greet with a resounding YES!.
Having teased the update in two terrific spots, the campaign's hero piece sees a collective of seven choccy-fans each dealing with a Will Arnett-delivered rollercoaster of information, responding in the most extreme of ways.
Proving endlessly watchable, even if you to see the Granny spit-take again, the film from Erich & Kallman and dummy.'s Harold Einstein utilises the very best of both agency and director; combining slapstick and shocks with staggering insight to create a Big Game big hitter.
