Passionate fans of a product actively oppose change and Reese's Big Game ad is on a mission to get fans embracing and celebrating a new option—Reese's Caramel Big Cups—all the while honoring the classic Reese's Peanut Butter Cup.
The 30-second spot starts off with people reacting poorly to news of change, and then changing their tune upon realizing that "Reese's isn't changing, it's just getting an upgrade with the introduction of the ultimate trio of chocolate, peanut butter and caramel." The Super Bowl ad narrated by Reese's super fan, Will Arnett leans heavily into exaggerated, relatable reactions, slapstick humor and sight gags.
In preparation for the Big Game, Reese's and DoorDash will be delivering Reese's Caramel Big Cups straight to fans' doorsteps in select cities, while quantities last.
Dramatized Caramel Candy Ads
Reese's Big Game Ad Shows Exaggerated, Relatable Reactions to Change
Trend Themes
1. Exaggerated Reactions to Change - The Reese's Big Game ad highlights the exaggerated and relatable reactions people have towards change, presenting an opportunity for brands to embrace and celebrate new options.
2. Slapstick Humor and Sight Gags - The use of slapstick humor and sight gags in the Reese's Big Game ad demonstrates the effectiveness of using comedic elements to engage consumers.
3. Delivery Services for Specialty Products - The partnership between Reese's and DoorDash to deliver Reese's Caramel Big Cups directly to fans' doorsteps showcases the growing demand for convenient delivery services for specialized products.
Industry Implications
1. Confectionery - The Reese's Big Game ad reflects opportunities for the confectionery industry to introduce new and upgraded flavors that resonate with passionate fans.
2. Advertising - The success of the Reese's Big Game ad highlights the potential for the advertising industry to create memorable and relatable campaigns by leveraging exaggerated reactions and relatable scenarios.
3. Food Delivery - The collaboration between Reese's and DoorDash in delivering Reese's Caramel Big Cups signifies the potential for the food delivery industry to expand its services to include specialty products and limited-time offerings.