In Hershey’s first-ever Super Bowl ad, the legendary chocolatier opted to promote one of its lesser-known candy bars—one that just happens to be its CEO’s favorite.

The McGarryBowen-created ad for Reese’s Take 5, which was known as just “Take 5” until last year, is packed with idioms that play up the idea that no one knows what the candy bar is. (For the record, Take 5 was introduced in 2004 and contained five ingredients that give it its name: milk chocolate, Reese’s peanut butter, caramel, peanuts and pretzels).

People are shown literally living under rocks, being raised by wolves and shoving their heads in sand in sheer oblivion to Take 5’s existence. The 30-second ad aired in the game’s third quarter.

An extended 45-second version of the brand’s “Rock” ad was released the Tuesday before the Super Bowl.

BRAND: Reese’s Take 5

AGENCY: McGarryBowen

QUARTER AIRED: Q3

SUPER BOWL: LIV

YEAR: 2020