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Reese's Chocolate Lava Big Cups Flow Into the Big Game

They're safer to eat than real lava

Most folks enjoy snacking on volcanic lava every now and then. Problem is, that stuff will melt your face off. Whatever can we do?

Reese’s offers one solution in a Super Bowl :30 from Erich & Kallman.

Silliness runs like hot magma as the venerable Hershey’s candy brand introduces Chocolate Lava Big Cups to the masses.

So, we shouldn’t eat real lava. Good to know.

Epoch Films directors Matias Rygh and Mathias Nordli Eriksen bring the bubbling manic energy.

The style’s similar to last year’s wacky Caramel Big Cup intro on SB58. This time, though, there’s broader scope and smoking ash.

We found this amazing location tucked in the Santa Monica Mountains,” recalls agency ECD Rikesh Lal. “That served as our backdrop for the national park. We had multiple setups surrounding our hero mountain, which in VFX we’d turn into our volcano. Once we had that set up, it was time to build the chaos.”

“Having a great cast of characters and our large crowd of tourists really helped sell each moment,” says Lal. “Of course we had some standouts, like our grandma. She was sweet but also nailed the role. It’s asking a lot for a 94-year-old to yell ‘Lavaaaaaa!’ at the top her lungs take after take. But she was totally game.”

(Which brand will take home the 2025 Super Clio for the Big Game’s best ad? We’ll find out on Feb. 10.)

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