Oreo Salutes LGBTQ+ History Month With Sweet Ad and Rainbow Cookies

360i develops creative around PFLAG partnership

Oreo and PFLAG, an organization that helps the LGBTQ+ community, their families and allies, serve up a touching slice of life in "Proud Parent," a three-minute film about Amy and Jen, who visit the latter's folks as a couple for the first time.

Initially, Jen's dad appears uncomfortable with his daughter's relationship. But it's hardly a spoiler to reveal that in the end he sees the light, and honors Jen and Amy in a special way:

OREO Proud Parent

While it may seem like a simple or overly sentimental gesture, painting a white picket fence—that totem of small-town American tradition (and stagnation)—with the Pride rainbow colors speaks volumes, and drives home the ad's final message: "A loving world starts with a loving home."

"Family support and acceptance are critical to the health and wellbeing of LGBTQ+ individuals," notes Justin Parnell, senior director for the Oreo brand. "We made this film for anyone and everyone. It's for members of the LGBTQ+ community to hopefully see themselves represented in a real and authentic way. It's also for parents, friends, family members and allies to understand how much their love, acceptance and support means."

Developed with 360i and directed in an understated, moody style by Sanctuary Films' Cole Webley, the spot celebrates LGBTQ+ History Month and heralds the release of Limited Edition #ProudParent Oreo Rainbow Cookies (with seven different colored cream fillings!). These treats aren't for sale—instead, fans can win one of 10,000 packs by sharing a photo on Instagram or Twitter that depicts what LGBTQ+ allyship means to them. (Tag @Oreo, and include the hashtags #ProudParent and #Giveaway.)

Oreo, a unit of Mondelez, has long shown its Pride, dating back to the famous rainbow-stuffed cookie from 2012. More recent efforts include last year's "Rainbow Packs" honoring all gender identities.

CREDITS

Mondelez:
Justin Parnell - Senior Director, Oreo Brand Equity
Marion Delgutte Saenen - Marketing Director, US Oreo Equity
Olympia Portale - Brand Manager, US Oreo Equity
Georgie Maddock - Brand Manager, US Oreo Equity

PFLAG:
Liz Owen, Director of Communications 
Jean-Marie Navetta, Director of Learning and Inclusion
Jamie Henkel, Learning and Inclusion Manager

360i:
Menno Kluin, Chief Creative Officer
Piper Hickman, Executive Creative Director
Michael Schachtner, Executive Creative Director
Jenna Zink, Associate Creative Director
Michael Palma, Associate Creative Director
Kushal Birari, Art Director
Lee Koppel, Junior Copywriter
Brian Gartside, Design Director
Sophia DelPlato, Senior Designer
Luis Valencia, Junior Designer
Kelly Bray, Associate Content Director – Motion Designer
Carissa Ranelycke, Head of Production
Carly Salaman, Executive Producer
Jessica Ryle, Associate Producer
Linda Ferrara, VP Business Affairs
Joshua Safran, Group Account Director
Kristine Dowd, Account Supervisor
Kevin Tamayo, Project Manager
Raig Adolfo, Chief Strategy Officer
Maggie Walsh, Strategy Director
Michael LaVallee, Associate Strategist
Kristin Maverick, VP Social & Influencer
Eden Lipke, Senior Social Strategist
Sage Stargrove, Social Strategist
Dahlia Dandashi, Social Marketing Manager

Sanctuary Films
Cole Webley, Director
Preston Lee, Founder/EP
Chris Cho, Line Producer
Bianca Cline, Director of Photography
Jonas Sappington, Production Design

PS260 Editorial
Mah Ferraz, Editor
Caroline Yost, Assistant Editor
Raná Martin, Executive Producer
Evann Payne, Senior Producer

PS260 Finishing 
Margaret Yang, VFX/Flame
Anthony Augusta, Flame Assistant
Natalie Raffaele, Finishing Producer

Music by Found Objects 
Trevor Gureckis, Executive Creative Director 
Jay Wadley, Executive Creative Director
Ben Marshall, Creative Director 
Adam Weiss, Composer 
Jennie Armon, Executive Producer
Matt Nelson, Executive Producer 
Nick Chomowicz, Producer
Agatha Lee, Music Coordinator

Audio Mix: Rob Fielack @Screaming Penguin
Colorist: Ricky Gausis @ MPC

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David Gianatasio
David Gianatasio is senior editor at Clio Awards.

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