I do not eat cookies.
But if I would eat them, they would definitely be Oreos. The 101 year old brand has been so on fire lately with their marketing activities. And their latest effort “Oreo Separator Machine” does not disappoint:
Product Insight: Oreo ads are great example of really simple but effective product insight. The product has two parts: crème & cookie. Those parts are so distinct frome each other that you are almost forced to select which part you like more. That difference can be polarizing as well and has been cause for endless arguments. Also the eating of the Oreo has own ritual for its users. The right one is of course this: Taking the top cookie off, eating it, licking the crème and finishing with the bottom cookie (mastered with Finnish Oreo knock-off Domino when I was child).
Majority of Oreo advertising has been about dramatizing either the interplay of its different parts or the ritual (typical example being this year´s super bowl ad for Oreo).
Creative leap: The great creatives in W+K combine couple of existing trends in these spots: D-I-Y tinkering (popularized by Mythbusters or Top Gear for autophiles) and Rube Goldberg Machine (Machines doing simple tasks in complicated ways. Lately popularized by Honda Cog, OK Go-This Too Shall Pass & Red Bull Athlete Machine).
These trends are combined with product insight and end-results are highly entertaining videos of how far people are going to separate the crème and the cookie:
Collaboration: These spots would not be so great, if the people doing separator machines would not be so entertaining. Nowadays doing great work is more and more about finding the new and surprising collaboration partners and giving them the brief and tools to do their own thing:
Continuum: In principle this series could last for quite long, as long as there are innovative collaborations and interest from the audience. Currently we are in fourth installment which ups the ante by involving robot butler Herb to the mix:
These ads are also refreshing, because they go against the old rule that you should not play with your brand if it is food. I think that if you get almost 4M views in YouTube for single product-centered video, the playing with food is not only allowed, but also highly recommended.