Reese’s was launching a new Peanut Butter Cup and rather than just saying ‘now with caramel’ we harnessed the intense love fans have for the product with a concept rooted in the idea of change. We developed an ad with the construct of turning what seems like bad news (No!) into good news (Yes!)- doing it over and over to build up chaotic energy. The launch was set for Super Bowl and we packed so much into the ad that viewers were compelled to watch it again-- each viewing revealed something new. To drive purchase we made the product central with shots of peanut butter, chocolate, and caramel.