Because we're ALL baking now.
hersheys kisses iconic holiday commercial
Credit: Hershey's

Every year, you can mark the arrival of the holiday season by the first appearance of that commercial where a bunch of Hershey's kisses get together to play "We Wish You a Merry Christmas" as if they were bells. It's a simple yet effective ad that taps into the warmth of the season and makes us want to instinctively reach for the bowl of Hershey's Kisses that's probably sitting on an end or coffee table near the couch. 

As even Don Draper would probably admit, though, even the most effective ads need to be updated every now and then to change with the times. So after 31 years, 2020 marks the arrival of a new Hershey's Kiss holiday spot that features humans actually using the product. 

In recognition of the fact that Hershey's (at least according to their own data) is the #1 candy brand used in holiday baking, their new "Heartwarming the Holidays" ad takes the classic caroling candy format and showcases the star ingredient of some peanut butter blossoms. They're probably the best holiday cookie out there in terms of deliciousness to effort ratio. 

What makes the update on the ad so effective is that it subtly alludes to the changing nature of the holidays and life in 2020 without hitting you over the head with a somber tone or the sight of a bunch of people wearing masks. Instead, it just emphasizes baking, a favorite holiday activity that we've all probably done a bit more of this year. 

So, yes: The holidays are going to be different (as you're no doubt sick of hearing or saying already), but the good news is that some things don't need to change. Though the ads might be a little different, the fact that you're going to want to stock up on Hershey's Kisses for your baking and absent-minded chocolate consumption needs remains the same.