Reese’s Oreo Casts Lindsay Lohan as a Twin Whisperer in Nod to Her Parent Trap Past

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.

“She’s very picky and she only wanted to work with iconic brands—and in a way that unites the Gen Z and millennial consumer,” Anderson said. “She sees the fragmentation and the shortening of attention spans and really wanted to do something that represented the duality that Gen Z loves talking about.”

Anderson said Arquette’s involvement inspired them to make the spot a “cross-generational female empowerment story,” both behind the camera and in front of it.

Sedaris was originally tapped just to write the script, but it quickly became clear she should also star.

With all the elements in place, Anderson said the creative “snowballed,” taking only four weeks from brief to first day of production.

Measuring success

The campaign marks not only Reese’s Oreo’s one-year anniversary but also its permanent spot in the Reese’s portfolio. Bornstein sees three ways to measure the campaign’s success.

“Delivering those retail sales we did in year one is the number one goal,” Bornstein said. “Number two is we want to be able to prove that there isn’t one way to build best-in-class advertising. Juxtapose opened our eyes to a different way to go to market that puts celebrity and social at the center of everything we do.”

The third measure is more anecdotal, Bornstein said: reading the comments, likes, and shares across social channels.

“We want to feel that same fan love that we did in year one, and we’re going to be reading every comment and dissecting every like, making sure that consumers, the fans, the ones who came up with this idea decades ago, is living up to the promise,” Bornstein said.