Reese’s Super Bowl Ad Ditches Celebrities for Chocolate Lava Humor

The candy brand’s 30-second spot focuses on absurdist comedy to promote its new Chocolate Lava Big Cup.

Reese’s 2025 Super Bowl commercial avoids celebrity appearances, a rarity in today’s ad landscape, to spotlight its Chocolate Lava Big Cup.
The ad humorously depicts fans mistakenly seeking actual lava from a volcano, with a park ranger attempting to correct them.
Reese’s emphasizes that its brand and product are the stars, leveraging its established popularity to stand out without celebrity endorsements.
The campaign extends beyond the Super Bowl with activations like a voice-activated ‘volcano’ in New Orleans and collaborations with the Kelce brothers’ podcast and ESPN show.
The ad aims to drive awareness of the new product, which features molten chocolate beneath peanut butter, and is already widely available in stores.