A year ago, Reese’s unveiled Reese’s Oreo, a mash-up combining the peanut butter candy with the sandwich cookie. The collaboration has since generated over $188 million in sales, and Hershey is marking the anniversary with a nostalgic campaign starring Lindsay Lohan.
At the center of the campaign, created in partnership with Juxtapose Studio, is a spot featuring Lohan and Amy Sedaris. It’s directed by actress Patricia Arquette in her commercial directing debut.
The ad is set at the Reese’s Twin Retreat, where Lohan plays a therapist helping “twins work out their differences.” The setup is a nod to Lohan’s dual role in 1998’s The Parent Trap, casting her as the twin whisperer this time instead of the twin herself.
Lohan guides several sets of twins, including two sisters played by Sedaris, through connection exercises. But the Sedaris sisters seem to have irreconcilable differences.
Eventually, Lohan diagnoses the problem. “I see what’s going on here. You’re fighting to be seen as individuals,” Lohan says.
With Lohan’s help, the Sedaris sisters discover their first true connection when they realize they both eat Reese’s Oreos.
The spot ends when a third, unhinged Sedaris sister makes a surprise appearance, with dirt on her face, leaves in her hair, and ragged clothes. “Reese’s Oreo Cups? I’ve been asking for those!” the third Amy shouts with a twang.
Lohan, overwhelmed by the reveal of triplets, faints.
“We knew we wanted to do something worthy of the icons that are Reese’s and Oreo, and the notion of having these three iconic women come together to tell this story was something we just couldn’t say no to,” Liz Bornstein, senior director of creative connections at The Hershey Company, told ADWEEK.
This campaign continues Reese’s brand of irreverent comedy. During Super Bowl 59, the Hershey’s brand aired “Don’t Eat Lava,” a PSA-style spot about people confusing Reese’s Chocolate Big Lava Cup for actual volcanic lava.
A model for creative success
Juxtapose Studio has a creative model that includes “a celebrity director in the chair, a celebrity writer working on the script, and celebrity talent in front of the camera,” according to founding partner Luke Anderson.
Arquette landed in the director’s chair organically. Named an advisory partner of Juxtapose Studio in late 2025, she was looking for a way into commercials after a career in TV and film.
