The Martin Agency, Director Dave Laden Embrace Twist of Fate In OREO Super Bowl Spot
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Robert Goldrich1629 views
Prior to kickoff, the immediate fate of the Super Bowl is left to a coin toss at midfield.
For its Super Bowl commercial, OREO tackles chance with a twist of its famed creme-filled cookie. Depending on if the creme ends up on the left or right cookie wafer, fate can be determined--and we see that in this extended version of the Big Game spot which takes us back in history to pivotal decisions based on an OREO twist.
A positive twist caused cavemen and women to separate from the dinosaurs, averting extinction. A less desirable twist of fate let the Trojan Horse into the city of Troy. On the flip side, Kris Jenner--based on an OREO twist--decided to go ahead with a reality show featuring her family even though she didn’t at the time think such a TV show would amount to much.
“I am so excited that the OREO brand is returning to the Big Game in a big way with a campaign that cements the brand’s cultural relevance and playful identity,” said Michelle Deignan, VP, OREO, U.S. “This year, in our quest to fight the seriousness of adulthood, we’re encouraging fans to put a lighthearted twist on the overanalyzed and overcomplicated act of making a decision.”
“I’ve been lucky to see how OREO cookies playfully bring people together, especially with my kids when they were growing up, and now my grandkids,” said Jenner. “It was fun to shoot this campaign and imagine how OREO cookies played a major role in one of the most influential decisions that I’ve made--wouldn’t it be fun if the twist of an OREO led to our family going on air. Maybe it did!”
Through this new commercial, created by The Martin Agency, directed by Dave Laden, and produced by Hungry Man and PXP, the 110-year-old brand is proving that OREO cookies are still the cookie to keep up with. The spot, built on a strategy of engaging with fans, taps into the unique passion points and enduring cultural relevance of OREO cookies and meets fans where they are--like the Big Game!
Client Mondelez International/OREO Agencies The Martin Agency Danny Robinson, chief creative officer; Jordi Martinez, SVP, executive creative director; Brittany Tooker, creative director; Cat Williams, associate creative director, copywriter; Elisa Werbler, associate creative director, art director; Rique Santiago, design director. Dentsu Creative Leonardo Barbosa, Cuanan Cronwright, executive creative directors; Tony Wood, VP, head of social marketing & strategy; Maddy Kramer, creative director, social; Brianne Johnson, strategy director; Lorena Pedetti, sr. content creator; Luis Lucas, Ella Figueiredo, Andie Kent, content creators. Vayner Media Stephanie Halpan, SVP, strategy; Haley Goldsmith, strategy director; Estelle Levy, strategist. Production Agency PXP Carol Powley, head of production; Michelle Price, VP, group director, exec producer; John Riddle, exec producer; Alina Sanders, production planner. Production Company Hungry Man Dave Laden, director; Jo Willems, DP; Michael Krantz, production designer; Caleb Dewart, Kim Dellara, managing partners/exec producers; Marian Harkness, head of production; Josh Goldstein, producer; Ben Oswald, production supervisor; Audrey Huey, production coordinator. Production Tonic/Flo Films Susie Neill, exec producer; Mariana Castellanos Macin, production coordinator. Postproduction Harbor Picture Company TJ Sponzo, exec producer/advertising; Casey Swircz, exec producer, commercial post; Tia Perkins, head of production, advertising production; Kyle Cody, VFX creative director; Heidi Black, sr. editor; Matt Badger, editor; Tiffany Taveras, Nick O’Neil, David Belizario, assistant editors; Karol Cybulski, sr. colorist; Bindy St. Leger, sr. VFX producer; Elyse Robinson, sr. editorial producer; Katie Andrews, sr. color producer; Brad Martin, color producer; Lauren Boyle, sr. producer, commercial sound. Music Walker Sara Matarazzo, managing director; Dottie Scharr, exec producer; Neha Ewell, sr. producer; Samantha Zirin, associate producer; Jacob Brody, audio engineer; Garrett Chabot, music editor.