Oreo Is Attempting To Replace ‘Heads Or Tails’ With Cookies During Super Bowl
By Mikelle Leow, 03 Feb 2024
Video screenshot via Oreo
Oreo is taking a whimsical dunk into history in its Super Bowl spot, suggesting that some of the world’s pivotal decisions could have been made with a simple twist of their iconic cookie. Titled Twist on It, this 30-second journey through time will make its debut in the second quarter of the Super Bowl on February 11, giving audiences a taste of alternate reality, Oreo-style.
Here, historical and pop cultural moments—such as the fate of the Trojan Horse and close encounters of the third kind—hinge not on strategy or luck, but on the outcome of twisting an Oreo cookie, a yummier take on flipping a coin, with a creme-filled center playing the role of the ultimate arbiter.
The commercial additionally nods to the more recent past with a cameo from Kris Jenner, imagined during pre-Keeping Up with the Kardashians days. The now-reality television matriarch is depicted making the monumental decision to launch a show following the life of her family, based on the twist of an Oreo.
Behind the scenes, the campaign is a collaborative effort involving The Martin Agency for creative direction, Emmy award-winning director Dave Laden at the helm, and production by Hungry Man Inc and PXP.
The Super Bowl spot portrays the world through a lens where choices are as delightful and straightforward as enjoying a delightful snacky-snack. By pushing the cookie into moments of worldly and personal significance, Oreo is not just celebrating its place in our pantries but also in our cultural moments and decisions, great and small.
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