Which brand will take home the 2024 Super Clio for the best Super Bowl commercial? We'll find out on Feb. 12.
For life's big decisions, forget the coin toss. Just twist open an Oreo cookie to see which side the creme is on.
Mondelez's iconic cookie makes its first Super Bowl appearance since 2013 with "Twist On It," a :30 spot depicting Oreo's role in some of history's biggest moments.
The Trojan Horse, boy bands, Keeping Up With the Kardashians ... Oreo played a part in these and so much more, as we learn in the commercial's extended cut below.
The concept, of course, originated with fans themselves, who've been known to pull apart the treats before wolfing them down.
"That's what's magical about it," says Michelle Deignan, VP at Oreo U.S. "We know when consumers eat an Oreo cookie, they twist it open before eating it. We started to think: 'How can we use this twist of the cookie to better tell a story?'"
The brand wants to "be in the cultural zeitgeist" and carefully considered what big cultural moments Oreo would leverage, Deignan says. That includes Keeping Up With the Kardashians, which hit screens in 2007 and ran until 2021, forever changing reality TV. (Oh look, Kris Jenner appears in the ad.)
"Kris is widely known as being the matriarch of the Kardashian family, but what a perfect way to bring Oreo into the decision-making as she thought about launching that reality TV show,” says Deignan. "It felt really authentic to us because Oreo has shown up organically for years in the Kardashian show. We already knew that they were huge fans of the brand, which was the icing on the cake for us."
She also notes that during its 2013 Super Bowl ad, Oreo set the standard for real time marketing with it’s "Dunk in the Dark" tweet.
This new spot will appear in Q2. Deignan sees the massive sporting event as a the starting point for the "Twist on It" platform, ultimately taking a 360 degree approach. Oreo is planning a comprehensive support plan, maximizing the run up to and during the Super Bowl. That includes working with influencers all the way to in store activations.
The Martin Agency created "Twist On It," which was directed by Dave Laden through Hungry Man and PXP Studios.
CLICK HERE to watch all of this year's Super Bowl commercials as they're released.
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