In the first of an upcoming series of ads, the planet’s best-known peanut butter cup urges you to follow those secret cravings to fill things with peanut butter – and what better place to start than a chocolate stiletto?

From the team at Mother London: “In this new campaign for Reese’s, we’re exploring the underreported psychological urge to put peanut butter in stuff. Our aim is to help people understand that this is very common and very normal and very enjoyable. Especially when that stuff is chocolate.

“We have built a peanut butter machine and will be filling as many things as possible with peanut butter over the coming year with the campaign spanning TV, OOH and social.”

Update: Reese’s hits up Easter with peanut butter-filled “Egg”…
 

 
 

 
Client: The Hershey Company

Agency: Mother

Production: ManvsMachine

VO: Henry Parker