Reese’s Super Bowl ad lets consumers know that the candy is getting a layer of caramel, but the news sends some fans on an emotional rollercoaster.

The spot, from Erich & Kallman, opens with actor and comedian Will Arnett narrating that there is a big change coming to Reese’s peanut butter cups. Cut to six Reese’s fans in a living room, who immediately start screaming “No!” One jumps out the window, another puts his head through the wall and another puts his head in a pot of chili. They all reverse their actions when they learn that the change is a layer of caramel for a new variety of the candy.

The spot doesn’t feature any celebrities, who are dominating the lineup for other commercials this year.

“Celebrities are important and play a role in some spots,” said Ryan Riess, VP of creative and brand strategy for Reese’s owner Hershey Co. “But we felt we didn’t need it. We want it to be referred to as the Reese’s spot or the Reese’s caramel spot and let the product be the star.”

The spot was directed by Harold Einstein, whose Super Bowl credits include 2020’s Reese’s Take 5 ad and the Cheetos Popcorn spot.

“We have seven actors that do five reactions that are pretty complex,” Riess said. “So you want a director like Harold who is meticulous.” Einstein’s team also built a spit-take machine for the ad, according to Riess.

Reese’s caramel cups were originally announced in November, but the candy maker wants to leverage the reach of the Super Bowl to get the word out to consumers.

“When you look at the category, chocolate, peanut butter and caramel are all the top flavors,” Riess said. “So this is a really big launch. And the Super Bowl remains a great way to tell people who love Reese’s and caramel that this product exists and they can go get it.”

This will be Hershey Co.’s third Super Bowl spot. It made its Big Game debut in 2008 with an ad from TraceyLocke for Ice Breakers mints that featured Carmen Electra at a fan meet-and-greet. The company’s second Super Bowl ad came in 2020 with a spot for Reese’s Take 5 bar that showed an office of idioms. McGarryBowen handled the creative for the 2020 spot.

To help get Reese’s into consumers’ hands, DoorDash will be delivering Reese’s caramel cups as part of DashMart and DoorDash orders in select cities from Feb.5 through Feb 11., while supplies last. DoorDash is also advertising in the game with plans to award a single winner with every product advertised during the Super Bowl.