Oreo is returning to the Super Bowl over a decade after its big game debut, in keeping with a press release. The Mondelez International-owned cookie brand will run a 30-second spot within the second quarter of the Feb. 11 championship game because it looks to make a stronger marketing splash in 2024. Ad Age previously confirmed the news.
The Martin Agency is developing the campaign, with production assistance from Hungry Man Inc. and PXP. Director Dave Laden will helm the industrial, though Oreo is keeping mum on the creative details. A promotional image attached to the discharge shows Laden as he reviews footage of a pair of hands connected in what appears to be a heart shape while holding an Oreo against a green screen.
“With this iconic ad, we’ll be kicking off a momentous 2024 for Milk’s favorite cookie, so you should definitely stay tuned for more exciting things coming throughout the following 12 months,” said Michelle Deignan, vp of Oreo’s U.S. business, in a statement.
Oreo’s first Super Bowl appearance in 2013 proved memorable. The snack marketer ran an ad called “Whisper Fight,” created with Wieden + Kennedy, that depicted an increasingly intense argument that devolves into a chaotic brawl over whether the very best a part of an Oreo is the cookie or the cream, all done quietly in a library in an ironic twist.
But Oreo’s standout moment of the night had nothing to do with its pre-planned TV campaign. Following the lights temporarily going out on the Mercedes-Benz Superdome in New Orleans, the brand tweeted “You can still dunk at midnight,” providing a little bit of comfort and humor to confused fans checking their phones to see what was happening. The viral play remains to be discussed as a superlative example of an advertiser pondering fast on its feet and a watershed moment for the facility of the second screen during linear viewing occasions.
Recapturing that lightning-in-a-bottle quality will likely be difficult. X, formerly referred to as Twitter, has undergone changes under owner Elon Musk which have driven many advertisers away and diminished the app’s standing as a destination for real-time discussions. Oreo stays energetic on the platform, nevertheless, recently posting, “2024 is gonna be our 12 months !!! watch this space.”
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