After the “remarkable success of the 2024 ad from last year, [Reese’s] the #1 candy brand in the U.S. will triumphantly return to the Big Matchup with even more humor and creativity,” said The Hershey Company. Hershey said Reese's promises to deliver “another unforgettable comedic experience that will resonate with audiences nationwide,” during the next Super Bowl.

Last year's ad, which aired “during the most-viewed Big Game ever,” garnered “millions of views across social platforms and sparked a viral debate,” said Hershey. The campaign “earned critical acclaim, ranking #2 in Kantar's League Table and System 1's rankings, and received an A+ from the Kellogg School of Management list.”

"The positive reception of our 2024 ad from customers and consumers helped generate great commercial success for the brand and Reese's Caramel Big Cups. For 2025, we knew we had to go bigger and bolder," said Ryan Riess, vice president of brand strategy and creative development, The Hershey Company. "If last year's spot taught us anything, it's that people want more Reese's in their lives. So, here we are—back for round two!"

The 30-second spot, created by Erich & Kallman, will feature Reese's “signature wit, a few surprises and of course, that iconic peanut butter and chocolate combo that’s always game-day ready,” said Hershey.

Other candy brands were also featured in last year’s Super Bowl commercial lineup. Nerds Gummy Clusters “went from a gamble that was being marketed in part by word of mouth, to being showcased on a national stage in Ferrara’s first Super Bowl ad. In a 30-second spot, a gummy blob danced to Irene Cara’s ‘Flashdance … What a Feeling’ before it was covered in Nerds raining from the sky. The camera zoomed out to a live-action scene and the gummy cluster became a snack for Addison Rae, one of the world’s biggest TikTokers,” according to The New York Times.