Reese's Super Bowl ad really wants to make sure you know about its Take5 candy bar

Hershey makes Big Game debut to raise awareness about little-known offering (that also happens to be CEO's favorite)

Published On
Jan 30, 2020

Editor's Pick

Reese’s Take 5, a lesser-known candy bar stuffed with five ingredients, is about to get its 30 seconds of fame in a Super Bowl commercial stuffed with idioms.

Hershey Co. said Tuesday it is making its Super Bowl ad debut with a commercial featuring Reese’s Take 5. The 30-second spot comes from McGarryBowen and was directed by Harold Einstein.

Take 5, introduced in 2004, includes five ingredients, hence its name: pretzels, Reese’s peanut butter, peanuts, caramel and milk chocolate.

For its Super Bowl debut, Hershey is playing on the idea that people aren’t aware of Reese’s Take 5. A woman eating a Reese’s Take 5 at work wonders how her colleagues didn’t know about the bar. As it turns out, one is living under a rock, a second was raised by wolves, another has his head stuck in the sand, and so on.

Take 5 long included the same peanut butter used in Reese’s products but the product’s full name was Take 5. Last summer, Reese’s was added to the beginning of the moniker and packaging was updated to connect Take 5 to the Reese’s lineup. Reese's is now prominently in the name, and the wrapper's main color changed to orange from black.

Despite its less-than-famous status, Reese’s Take 5 holds a special place within Hershey Co. It is Chairman and CEO Michele Buck’s favorite candy, as she reminded analysts and investors on a conference call in October. Buck also pointed out then that since the rebrand, consumer purchases of the product had jumped more than 50 percent.

Now, a much broader audience is set to hear about the product.

An extended 45-second version of the commercial was released Tuesday. A 30-second version is set to run during the game’s third quarter.

Reese's Take 5 is up against a formidable candy bar competitor in the Super Bowl. NFL sponsor Mars Wrigley is set to run a commercial for Snickers during the first quarter.

Credits

Date
Jan 30, 2020
Client:
Hershey's
Client:
Reese's
Agency:
mcgarrybowen
Director:
Harold Einstein
Production Company:
Dummy
President:
Chuck Raup
Chief Marketing Officer:
Jill Baskin
Senior Director:
Veronica (Vero) Villaseno
Marketing Director:
Ryan Reiss
Senior Brand Manager:
Jack Wilder
Associate Brand Manager:
Vivek Mehrotra
Video Subject Matter Expert:
William Wiegman
Global Chief Creative Officer:
Ned Crowley
New York Chief Creative Officer:
Matthew Ian
Executive Creative Director:
Michael Straznickas
Executive Creative Director:
Dave Reger
Group Creative Director:
Jason Stefanik
Group Creative Director:
Alex Taylor
Group Managing Director:
Sally Cox
Account Director:
Kate Pinelli
Account Supervisor:
Kelsey Wieties
Group Executive Producer:
Eric Faber
Director of Content Production:
Steve Ross
Chief Strategy Officer:
Jamie Shuttleworth
Group Strategy Director:
Anna Conroy
Senior Planner:
Lee Boshes
Digital and Social Content Strategist:
Kelly Dittrich
Director of Business Affairs:
Joann Baker
Senior Business Manager:
Alica Townsend
Senior Music Producer:
Brandy Ricker
Talent Supervisor:
Jamika Logan
Production Company:
Dummy
Director:
Harold Einstein
Producer:
Michael Kanter
Director of Photography:
Jonathan Freeman
Editorial:
Arcade Edit
Editor:
Sean Lagrange
Assistant Editor:
Paulo Miramontes
Senior Producer:
Kristen Thon-Webb
Managing Partner:
Damian Stevens
VFX Production:
The Mill
Executive Producer:
Anastasia Von Rahl
Producer:
Alex Bader
Associate Producer:
Ade Macalinao
VFX Creative:
The Mill
Creative Director:
John Shirley
Shoot Supervisor:
Alex Candlish
2D Lead Artist:
Roxy Zuckerman
3D Lead Artist:
Jason Monroe
2D Artist:
Brett Lopinsky
Color:
The Mill
Colorist:
Adam Scott
Color Associate Producer:
Jessica Amburgey
Color Associate Producer:
Blake Rice
Color Assist:
Carver Moore
Color Assist:
Logan Highlen
Color Assist:
Gemma Parr
Audio Post:
Another Country
Mixer:
John Binder
Executive Producer:
Tim Konn

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Project Type