Super Bowl Reese 2025 Commercial

Reese’s, the undisputed titan of chocolate-and-peanut-butter goodness, is setting the Super Bowl 2025 stage ablaze with a :30 commercial that puts its brand-new Chocolate Lava Big Cup at the center of an irresistible eruption. Created by Erich & Kallman, the ad features a comedic scenario involving a team of park rangers struggling to contain fans who are so obsessed with Reese’s new molten-chocolate treat, they’re literally mistaking scorching hot lava for the gooey, chocolate-filled delight.

Erupting Excitement for Reese’s Chocolate Lava Big Cup

Since Reese’s Chocolate Lava Big Cup launched in stores nationwide, diehard fans have clamored for a taste of this latest twist on the brand’s classic formula. The candy infuses an “ooey-gooey” chocolate lava center into the signature peanut butter shell, creating a treat that’s both familiar and thrillingly new. Thanks to Reese’s status as the #1 candy franchise in the U.S., it’s no surprise that fans are willing to climb mountains—or, in this case, volcanoes—to claim their share.

The Big Game Debut: A Public Service Announcement…with Lava

Reese’s is returning to the Big Game to quell the “lava mania” with a hilarious public service announcement. The spot opens on a park ranger reporting live from an active volcano, a hotbed (literally) of misguided Reese’s fans who are dangerously close to the flow. With comedic urgency, the ranger and her team step in just in time, preventing an enthusiastic grandma from scootering headlong into certain doom. Their message is clear: “Don’t eat actual lava. Eat Reese’s Chocolate Lava Big Cups instead.” In a tongue-in-cheek twist, the commercial playfully nods to the fervor that new Reese’s offerings generate among the brand’s loyal following.

“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.”
— Ryan Riess, Vice President of Brand Strategy and Creative Development, The Hershey Company

Humor and Heritage: Reese’s Super Bowl Legacy

This latest spot builds on Reese’s long history of memorable Super Bowl ads and campaigns. While other brands lean into heartwarming tributes or celebrity cameos, Reese’s doubles down on humor and its iconic product obsession, often highlighting just how far fans will go to experience new flavors. Compared to other confectionery advertisers—like M&M’s with its comedic narratives or Snickers with its “You’re Not You When You’re Hungry” message—Reese’s has carved out a niche for ads that celebrate the passion of real candy enthusiasts, albeit taken to ludicrous extremes.

The Campaign’s Broader Impact

Beyond the Super Bowl broadcast, Reese’s “It’s Lava Time, Baby!” ad is primed to spark further buzz across social media and everyday grocery aisles. By painting its fans as lovable daredevils, the brand accentuates the playful mania that new Reese’s products routinely inspire. The comedic hijinks in the ad also highlight a key selling point: The Reese’s Chocolate Lava Big Cup is “molten” in flavor, yet conveniently hazard-free—offering the same iconic peanut butter taste, but with a gooey chocolate center that’s definitely not the kind of lava you need a hazmat suit to handle.

Looking Ahead

As the Hershey Company continues innovating with bold flavor combos, expect new spins on classic Reese’s treats to maintain a presence at marquee cultural events. For consumers, this means more attention-grabbing commercials and over-the-top comedic themes—perfect for an era in which the Super Bowl’s biggest winners are often the brands that make everyone laugh (and, in this case, salivate).

In a sea of competitive Super Bowl candy and snack ads, Reese’s has a knack for standing out through whimsical storytelling that reminds viewers just how crave-worthy chocolate and peanut butter can be. This year, “It’s Lava Time, Baby!” captures that winning formula—ensuring that fans, just like the ones in the ad, are practically molten with anticipation.