Hershey’s Reese’s brand unveiled its Super Bowl plans this week which include an in-game 30-second spot that celebrates the brand’s Chocolate Lava Big Cup that was introduced in August 2024. 

The ad, from agency Erich & Kallman, creates a storyline where people are confusing real lava (as in the molten volcanic kind) with the new candy that is designed to evoke the gooey center of a chocolate lava cake.  

In the ad, a park ranger reports live from the site of an active volcano where Reese’s fans are going to extreme lengths to immerse themselves in lava flow. A team of rangers rein in the mayhem, including saving a “grandma” character from scootering to a fiery demise.  

By the end of the spot the confusion between the new lava confection and real lava is cleared up. “We thought getting literal with the lava concept would bring it to life in a funny, accessible, and cinematic way,” said agency chief Erich Kallman.   

The brand has also developed content for the leadup to and following the game to grab attention for the new treat.  

There’s an activation in New Orleans on Feb. 4 dubbed the Reese’s Voice Activated Volcano at the Riverwalk Outlets. Fans walking by who shout “It’s Lava Time, Baby!” receive a free Reese’s Chocolate Lava Big Cup. 

Reese’s is also kicking off a year-long partnership with Jason and Travis Kelce’s sports-focused New Heights podcast. There are also tie-ins on Jason Kelce’s ESPN show “They Call it Late Night” in the lead-up to the Super Bowl and with podcasts produced by Barstool Sports live from New Orleans.