Reese's 'It's Lava Time' is a humorous commercial campaign conceptualized by agency Erich & Kallman. The spot balances expansive landscape shots of crowds reacting to a volcanic eruption with high-definition, macro studio footage focusing on the product.
Employing live-action technique and slow motion, the creative captures the flow of chocolate within a Reese's Big Cup, drawing a visual parallel between the erupting volcano and the product's filling. The production leans into a high-energy narrative centered on park rangers and onlookers witnessing the chocolate-filled landscape.
