Oreo – Twist on it Ad by The Martin Agency

The “Twist on It” campaign by The Martin Agency for Oreo is a creative and humorous series of commercials that uses the act of twisting open an Oreo as a metaphor for making important decisions throughout history. The campaign launched with a Super Bowl LVIII ad featuring Kris Jenner, and has since expanded to include other historical and cultural scenarios.

Here’s an overview of the campaign:

Concept:

• The central idea is that the seemingly simple act of twisting an Oreo cookie can represent major turning points in history.
• Each ad features people in various scenarios, pausing before making a crucial decision, ultimately choosing by twisting an Oreo.
• This playful approach creates a connection between everyday actions and momentous events, adding a touch of humor and whimsy.

Execution:

• The commercials are visually engaging, featuring high production value and clever use of split-screens and transitions.
• The soundtrack is catchy and upbeat, contributing to the lighthearted and memorable nature of the campaign.
• The casting is diverse, featuring historical figures, celebrities, and everyday people, emphasizing the universal appeal of the message.

Examples:

• The Super Bowl ad with Kris Jenner shows her using an Oreo to decide whether to sign a new deal for the Kardashians.
• Another ad features the Trojan War, where Helen of Troy’s decision to elope with Paris is depicted through her twisting an Oreo.
• A comedic ad shows cavemen debating whether to invent the wheel, ultimately resolving it with an Oreo twist.

Impact:

• The “Twist on It” campaign has been successful in generating buzz and positive reception.
• It has been praised for its creativity, humor, and ability to connect with audiences on a relatable level.
• The campaign has also been effective in promoting Oreo cookies, with viewers recalling the brand association after watching the ads.

Additional Points:

• The campaign raises questions about free will and determinism, adding a layer of depth to the seemingly lighthearted concept.
• The inclusion of diverse scenarios and characters reinforces the idea that everyone has the power to make choices that shape their lives.
• The campaign’s success demonstrates the effectiveness of using humor and relatable imagery to connect with audiences and promote a brand.

Whether you find the campaign’s message profound or simply enjoy its humor, the “Twist on It” series undeniably showcases creative advertising strategies that resonate with viewers.