Oreo’s forthcoming Super Bowl commercial flips the script on decision-making, using the cookie’s creme as the ultimate decider in pivotal moments.
Crafted by The Martin Agency, the 30-second spot titled “Twist on It” reimagines crucial decisions through the act of twisting open an Oreo and revealing which side the creme lands on. From allowing the Trojan Horse into Troy to determining the fate of reality TV stardom for the Kardashians, the creme’s positioning dictates the outcomes.
Michelle Deignan, VP of Oreo U.S., emphasized the ad’s connection to ingrained consumer behavior, noting that the act of twisting open an Oreo is a familiar ritual for many. The commercial aims to inject levity into everyday tensions, providing a lighthearted take on decision-making processes.
In the ad’s extended version, we see how twisting an Oreo determined the destinies of cavemen, artificial intelligence, and boy bands.
Jenner makes a cameo near the end of the ad, employing the “twist on it” method to decide on making her family reality TV stars, an outcome that became a reality with the debut of Keeping Up With the Kardashians in 2007. Jenner’s appearance underscores her relevance with consumers, given the family’s organic affinity for the Oreo brand. Watch below:
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The commercial harks back to Oreo’s iconic “Dunk in the Dark” tweet during Super Bowl XLVII in 2013. However, Deignan explained that while the tweet remains a nostalgic touchpoint for marketers, the brand aimed to create a story that resonates authentically with consumers, focusing on their present experiences.
Directed by Emmy-award winner Dave Laden, the spot is set to run during the second quarter of the Feb. 11 game on CBS. Shot in Los Angeles and Mexico City, the ad’s production spanned 10 months, demonstrating Oreo’s commitment to delivering memorable Super Bowl moments.
As the countdown to the game continues, Oreo plans to maintain an active presence on social media, engaging with audiences leading up to and during the event.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
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