Reese's Super Bowl commercial pitches the brand's new chocolate lava cups while cautioning viewers that actual volcanic lava is not edible ...

The ad, from agency Erich & Kallman, creates a storyline where people are confusing real lava (as in the molten volcanic kind ...

Hold on to your chocolate and peanut butter-loving grandma…because It's Lava Time, Baby! Ever since Reese's Chocolate Lava Big Cup hit stores nationwide, fans everywhere have been buzzing with ...