fire your campaign manager https://t.co/usBvCt9lLB
— winny (@winternet) October 24, 2026
No truer words about chocolate marketing we're ever written. We took the extra time, as we're sure no one else would, to look up if there was an ad campaign for Hershey's utterly baffling A.I. looking mural that went up in Abbot Kinney. Sadly, there was, but it doesn't truly help that the ad campaign is as interesting as the new flavors of chocolate it introduces.
Directed by Ukrainian music video director Tanu Muiño, the commercial for the new flavors features ladies from LA based girl group Katseye. Which is another wrinkle in the campaign as the commercial takes place on a subway car associated with New York. LA does have a Metro line, but you don't think of the subway when you think of LA.Pinky Up has a different association with the group that we're not going over here. For the commoner or anyone who has not paid any attention to them "pinky up" is a sign of being fancy and for the upper crust. Not a great feature to impose on people casually eating chocolate.
This campaign requires too much for the average consumer to care. And, it's especially weird when elements like Kateye isn't even present on the above mural or even people other than just their hands basically saying, "RICH PEOPLE CANDY BARS!" Once again, just a baffling mural for anyone just walking around LA or just seeing it on the Internet.
