When Sweet Won’t Do.

This campaign for Hershey’s Special Dark takes over Judiciary Square Station with a bold and unapologetic station domination. It uses unfiltered humor and honesty to connect with commuters, even featuring a comedian behind a two-way mirror, roasting unsuspecting metro riders. With "Bittersweet Apology Cards" and "Unfortunate Cookies" as souvenirs, the campaign speaks to those who crave depth over sweetness, positioning Special Dark as the perfect choice for the no-nonsense, boldly authentic chocolate lover.