Reese's It's Lava Time 2025

About

This commercial video for Reese's titled It's Lava Time, created by agency Erich & Kallman, features park rangers and tourists reacting to a volcanic eruption flowing with chocolate. A ranger holds up a Reese's Big Cup while a smoking volcano spews lava in the background. The ad cuts between outdoor landscape shots with crowds of tourists and studio macro shots of a cross-section of a Reese's cup with flowing chocolate lava. The tone is humorous and high-energy.