- Agency: The Martin Agency
- Client: Reese's Puffs (General Mills)
- Category: Video Design — Food Commercial
- Location: Richmond, Virginia, United States
- Project Brief: Create a high-energy branded music video that reimagines the iconic Reese's Puffs jingle through vibrant visuals, dynamic motion graphics, and social-first storytelling.
A food commercial that starts as a meme has a head start on every rival spot. Reese's Puffs took its 2009 "Eat 'Em Up" jingle, already circulating as a TikTok sound, and handed it to GloRilla for a full music video remix.
The music is the strategy. Rather than licensing a hit, the brand upgraded a track audiences were already dancing to, and GloRilla's new verses give the jingle real production value while the hook stays exactly the earworm TikTok made it.
The production commits to the surreal. A pool built inside a giant cereal bowl, a car cruising a peanut butter and chocolate road, and a late-night Reese's Puffs Mart give the shoot an identity beyond product shots.
The design system stays strictly on brand. Everything lives in Reese's orange, brown, and yellow, while kinetic typography pulses "eat them up" in sync with the beat, borrowing the lyric-video format that thrives on social feeds.
Rapid cuts and bold repetitive graphics keep the hierarchy simple: artist and product, nothing else. The result bridges cereal advertising and rap video culture without feeling like either one compromised.
