Lindsay Lohan, Amy Sedaris Do a Double Take for Reese's Oreo Cups

Patricia Arquette makes her commercial directing debut

Ah, Lindsay Lohan, ever the rational voice of reason in a topsy-turvy world.

For Reese’s Oreo Cups, the actress with a famously stormy background stars as a wellness retreat owner who helps twins resolve their differences.

“Because, well, I know a thing or two about twins,” she quips.

Amy Sedaris plays bickering sibs, with La Lohan striving to keep the peace. And there’s more than one Lindsay. As if you couldn’t guess.

Here, Patricia Arquette makes her commercial directing debut (but doesn’t appear). She and co-director Jake Wilson infuse the :90 with manic sitcom energy.

Sedaris rapid-fires the laugh lines, while Lohan’s a sharp comic foil. Real twins flesh out the cast. It’s a goof from start to finish, and everyone’s in on the joke.

“The best innovations become part of culture because they tap into something consumers already care about,” says Melissa Blette, senior brand manager at Reese’s parent, The Hershey Co. “Reese’s Oreo was inspired by a conversation consumers had been having for years. Watching that enthusiasm continue one year later has reinforced the value of building products with consumers, not just for them.”

Here, Luke Anderson, founding partner at Juxtapose Studio, which helped develop the approach, breaks it all down:

Muse: Who is the target audience and why will this approach work for them?

Luke Anderson: The target audience is both Gen Z and millennial consumers, who are extremely different, but both feel drawn to ’90s/’00s nostalgia at a moment in time where escapism feels appealing to everyone. We’ve toed the line creatively in a way that we feel unites these two consumer segments and grounds them in emotionally resonant human experiences. We created a storytelling moment littered with Easter eggs about duality, twins, unlikely but iconic pairings—illustrating the universally understood tension between the gravity of sibling rivalry and the levity of eating candy and laughing off conflict. At minimum, it’s high-gloss brain rot. And at maximum it’s a nostalgic art piece that tugs at the heartstrings.

Sure, nostalgia’s cool. But what does this say about the brand today?

Keep voting for what you want; Reese’s is a brand that listens to its consumers and rewards them with what they ask for. One year after launching Reese’s Oreo, Reese’s is celebrating the consumers who helped turn a dream pairing into a sought-after snacking moment.

Where was it shot? Looks like a country store.

A real camp site in Long Island that felt authentic to Lindsay’s childhood and the new-age trends in adult wellness which reward occasional indulgence.

Fun vibe on set?

It truly was a fever dream. We had two directors, with Jake Wilson leading the wellness blonde Lindsay moment and Patricia Arquette leading the red-haired commissary piece. Uniting their behind-the-camera styles created a swirl of chemistry. The best part was that everyone was having fun—like a day at summer camp.

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