While a lot of advertisers these days have been enthusiastically embracing young consumers’ desire for a better world, General Mills cereal brand Reese's Puffs plays with that trend to dig into what they “really, really, really, really” want in a funny new campaign from Erich & Kallman.

One spot finds a young lady enduring the angst of prom dress shopping, as a particularly prying sales associate tries to uncover what’s truly giving her grief. As she keeps grilling her on what she “really, really, really” wants, we discover that the girl may be troubled by much bigger things--like “the institutions that dictate the way I’m supposed to dress act and sound!” she boldly declares.

But the saleswoman presses further and we find out what’s "really, really, really, really" niggling her--her hankering for Reese’s Puffs cereal.

The campaign also includes another ad about a young man negotiating with a clerk at the DMV as well as a short-form film that spells out the campaign idea quite literally. The spots were directed by Mike Warzin via Arts & Sciences.

The campaign will span broadcast, digital video, audio, Snapchat and Instagram. The work will also air April 4th on ESPN during the 2019 State Farm College Slam Dunk & 3-Point Championships during one of basketball’s biggest weekends, when General Mills will also sponsor the Reese’s Puffs Battle of the Champions.