Hershey’s has rolled out a two-minute spot to kick off its new strapline “Hello Happy, Hello Hershey’s,” which unites the brand’s flagship products such as its chocolate bars and syrups under one roof.
In the sentimental spot called “My Dad,” a young girl becomes frustrated with her overworked dad who is busy sorting through papers and videoconferencing with his co-workers from his home office.
For a while, it’s unclear how Hershey’s products will tie into the ad, since the young girl spends much of the spot walking around her small hometown in search of someone who can make a cardboard cutout of her dad.
Towards the end, she treks the cardboard cutout to a supermarket and picks up some marshmallows, graham crackers, and Hershey’s chocolate.
Once she’s home, she places the cardboard version of her father in front of his computer to trick his colleagues into thinking he’s attending a video conference. Then, the two rush into the kitchen to spend some time together making s’mores.
The ad, featuring a remake of the classic Steve Winwood song "Higher Love," was created by Arnold and Havas.
Global Chief Creative Officer: Jim Elliott
Executive Creative Directors: Mathew Jerrett and Tim Flood
ACD/Art Director: Reto Oetterli
ACD/Copywriter: Adam Marzec
Broadcast Producers: Jill Rothman and Jen Hubbard
Assistant Producer: Nevona Friedman
Digital Producers: Michael Bucchino
Business Affairs: Shaunda Slade
Planners: Sara Bamber, Meghan Taylor, Kevin Harrington and Jennifer Fleet
Marketing: Peter Grossman, Kathy Stahler, Isabel Muñoz and Elise Falcon