Confectionery brand Reese’s is inviting the public to follow their lead by acting on their compulsion to ‘put peanut butter in everything’, with a humorous new campaign.

Created by London agency Mother, the campaign will be led by a quirky 30-second spot featuring an empty stiletto shoe being slowly filled with peanut butter.

Silkily narrated by comedian Henry Parker, the ads taps into the deepest desires of Reese’s fans when he says: “Look at that. An exquisite high-heeled shoe. I know what you’re thinking… You want to put peanut butter in it, don’t you? It’s ok. That’s what we’re into too. In fact, that’s our whole thing.”

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The film will be the first instalment in a new brand platform for Reese’s, set to be followed up by a series of always on content launching in the following months in keeping with the central theme established in the ad.

“We know Reese’s is deliciously different, it is not your ordinary product and that is something we celebrate – we want everyone to taste the combination of chocolate and peanut butter goodness and love that difference,” The Hershey Company general manager of Europe & World Travel Retail, Jackson Hitchon said.

“We wanted to show our fans and future fans the dedication we put into bringing these two flavours together. In a number of – anything but ordinary – scenarios.”