On June 27, 2016, Reese’s and Arnold launched a 2016 Olympics campaign, “Do Summer Like A Winter Olympian,” featuring U.S. Olympic alpine skiing gold medalist Lindsey Vonn.
In the humorous spot, Vonn, who has won several awards and medals for her feats on the slopes, attempts various summer sports, including archery, dressage, fencing and rhythmic gymnastics.
“Do Summer Like A Winter Olympian” consists of two :15 and a :30 TV spots, as well as social media content. This campaign marks the first time in 10 years that Reese’s is using live action in a campaign, as opposed to animation.
Advertising Age coverage: Reese’s Summer Olympics Push Stars Winter Winner Vonn