Description
Traffic jams. Endless lines to see Santa. The determination to find that last chocolate in a box full of chocolate-colored paper. The safeguarding of your favorite candy amid holiday chaos. See’s Candies once again finds the humor in life’s all-too-relatable year-end moments of survival and self-reliance with a new round of creative. The all-new batch of video goodies comes again from independent agency Poke The Bear, expanding its award-winning “Break Out The Good Stuff” platform for the 2026 holiday season and beyond. The campaign brought home Best Of Show in the 2025 Dallas Addies.
Building on the success of their ongoing partnership, the iconic American-made candy brand and the Dallas-based creative agency are introducing four new spots, two holiday-focused and two evergreen, that celebrate a new human truth: Self-care.
Rooted in humor, nostalgia and the campaign’s signature “sense of human”, the new work brings a fresh perspective to See's longstanding place in American traditions. Whether it's making an interminable wait a little sweeter or stealing a moment of indulgence for yourself, this latest chapter permits audiences to break out the good stuff for themselves.
Also new this year is a playful, must-watch time-lapse series that highlights an even deeper insight: people are known to straight-up hide their See’s Candies from others. The brand is transforming its iconic white candy boxes into cleverly camouflaged everyday objects, from coffee table books and office supplies to kitchen counters, under the cheeky premise, “Fake Out Before You Break Out The Good Stuff.” The social-first creative brings another dimension to the platform, tapping into the lengths See's lovers will go to protect their favorite indulgence.
The expanded campaign reflects a continued effort to break through a crowded holiday advertising landscape with empathy-driven storytelling, distinctive humor and memorable creative that reinforces See's as a go-to choice for gifting and everyday enjoyment.
“See's has been part of people's holiday traditions for generations, and that's something we never take for granted,” said Leslie Horenstein, SVP and Chief Marketing Officer at See's Candies. “What's exciting about this next chapter of 'Break Out The Good Stuff' is how we're finding new ways to celebrate that connection. The holidays are full of wonderful moments, but they're also full of chaos, even self-preservation, and sometimes a little See's is exactly what you need. Poke The Bear continues to bring a wonderful understanding of our brand and our customers to the work, balancing the nostalgia people love with highly-relatable humor and fresh storytelling that makes See's relevant to a new generation.”
“The most emotionally resonant advertising comes from truths people instantly recognize in themselves,” said Bill Milkereit, Co-Founder/Writer at Poke The Bear. “Nobody needs another commercial telling them the holidays are magical. They need someone to acknowledge that standing in line for Santa for 90 minutes is decidedly less magical. That's where See's comes in. We've got this incredible, iconic brand that can turn a universally frustrating moment into something worth smiling about. The stories almost write themselves. Almost.”
“There's something really powerful about a brand that's been around for more than a century but still has so many new stories to tell,” added Todd Tucker, Co-Founder/Art Director at Poke The Bear. “That white box is instantly recognizable, and we've had a lot of fun finding unexpected ways to put it at the center of the action. From the new films to disguising the box entirely, we're playing with that recognition in ways that feel unexpectedly fresh, funny and unmistakably See's. Because sometimes the only thing better than sharing the good stuff is keeping a little for yourself.”
The new campaign recently launched across various marketing channels, with the social extension and holiday specific work debuting this week.
This professional campaign titled 'Break Out the Good Stuff' was published in United States in November, 2026. It was created for the brand: See’s Candies, by ad agency: Poke The Bear. This Film and Integrated media campaign is related to the Candy, Snacks industry and contains no media assets. It was submitted less than a minute ago.
