Reese’s ASMR movie coming to Crave

Hershey Canada is making chilling noise about its whispery new flick.

Hershey Canada is practically screaming from the rooftops about its new ASMR movie, Reese The Movie: A Movie About Reese.

Ads for this “movie,” a.k.a. very elaborate promo for Reese’s Peanut Butter Cups, have been everywhere in the lead-up to the premiere, just like there would be for a real Hollywood summer blockbuster.

Here in Canada, the movie starring, er, Reese Peanut Butter Cup will stream exclusively on Crave starting June 9 and will then be posted on YouTube on June 17. ASMR, the phenomenon that inspired the flick, is short for Autonomous Sensory Meridian Response, and has become an Internet sensation in recent years. ASMR videos often feature people softly whispering into a mic, which reportedly can lead to a pleasant sensation for some listeners, or what Hershey calls “the chills.”

The teaser trailer for this movie has already racked up almost 1.2 million views since being posted on May 13. Warning: I watched the trailer and it didn’t give me the chills. It gave me more of a sensation one would get when, say, your husband won’t stop scraping the ice-cream bowl even though there is no more ice-cream in said bowl. Arrghhh! So the opposite of chills.

Obviously, given my reaction, I’ll be skipping this movie. But the marketing did work as while I’m not craving “the chills” I AM currently craving two chocolate-covered peanut-butter cups. Right. Now.


Advertiser: Hershey Canada
Public relations: Media Profile
Creative: Anomaly
Media planner: UM