New Reese’s Billboard Takes Inspiration from Viral Meme Shared by LeBron James

Inspired by a meme that LeBron James shared on social media, the Reese’s candy brand unveiled a billboard that’s making headlines for its unique depiction, Adweek writes.

The ad spotlights the candy’s familiar pleated paper wrapper, which contains remnants of a Reese’s peanut butter cup, against the brand’s traditional orange background.

The idea for the wordless billboard, the article notes, came from a viral meme which humorously likens the candy-smudged wrapper to the basketball superstar’s bald spot. LBJ was a good sport about the joke, posting the meme on Instagram and calling it “one of the funniest” he’s seen.

The ad concept came from Canada-based Anomaly, one of the most well-known ad agencies in the world.

Read more at Adweek.