• by Fern Siegel , 3 hours ago

Hershey's Kisses “Holiday Bells” spot is the premiere sponsor of NBC's “Christmas in Rockefeller Center.”

The show and the commercial kick off Dec. 4.

The jingle will be brought to life with an LED musical mat at Rockefeller Center for visitors through Dec. 7. The colorful lights on the mat represent a bell from the commercial, recreating the 35-year-old tune. 

The ad is Hershey's longest-running commercial — and not a word is spoken.

“Holiday Bells” experience extends beyond Rockefeller through strategic partnerships on TikTok, Snapchat and Candy Crush. In addition, SiriusXM home-screen branded integration on Pandora will help to deliver “Holiday Bells” to millions of music streamers.

MiltonOne from Publicis, devoted solely to Hershey's account, handled creative in partnership with NBC. The agency name is derived from the candy company's founder.

Country star Lainey Wilson is also joining Bing Crosby for a contemporary take on “Let It Snow,” with the music video featuring Hershey’s Kisses and Hershey’s Milk Chocolate Bars in classic holiday style.

Candy innovations this year include Hershey’s Kisses Snickerdoodle Cookie Candy, which include cookie pieces in seasonal foils, and Hershey’s Dipped Pretzels Trees for a sweet-salty combo.

“For 35 years, the melody of the Hershey’s Kisses ‘Holiday Bells’ commercial has been synonymous with holiday magic,” Vinny Rinaldi, vice president, consumer connections, The Hershey Company, told Agency Daily. “This year, we’re bringing new life to this holiday mainstay by inviting families to step inside the commercial and play the tune themselves. It’s just one example of many ways we’re harnessing the power of our legacy brands and modernizing them for timeless consumer and cultural relevance.”