A Twist Changes Everything in OREO's Super Bowl Spot

The OREO is returning to the world’s biggest marketing stage with a brand-new campaign. In the long-awaited Big Game spot, the iconic cookie brand is putting a spin on historical moments to show how the twist of an OREO cookie makes decision making fun.

Airing during the second quarter of the Big Game, the 30-second spot titled 'Twist on It,' introduces a playful reality based on an essential part of the OREO cookie-eating experience: twisting the two halves of the cookie open and seeing which side the crème is on.

The ad welcomes viewers to a world where the twist of an OREO cookie plays a crucial role in the world’s most famous (and infamous) decisions, from the dawn of time to modern day. The delicious twist decides pivotal things like whether the Trojan Horse enters the city of Troy, if aliens really visited earth and more.

“I am so excited that the OREO brand is returning to the Big Game in a big way with a campaign that cements the brand’s cultural relevance and playful identity,” said Michelle Deignan, vice president, OREO, US. “This year, in our quest to fight the seriousness of adulthood, we’re encouraging fans to put a light hearted twist on the overanalysed and overcomplicated act of making a decision.”

If there’s one person who knows the power of making decisions, it’s Kris Jenner. Long time OREO cookie fan and family matriarch makes a cameo appearance within the spot in a clip that takes viewers back to the mid-2000s. In the flashback, Kris lets an OREO cookie decide whether to invite the world to keep up with her family - a major decision made simple with a twist.

“I’ve been lucky to see how OREO cookies playfully bring people together, especially with my kids when they were growing up, and now my grandkids,” said Kris. “It was fun to shoot this campaign and imagine how OREO cookies played a major role in one of the most influential decisions that I’ve made – wouldn’t it be fun if the twist of an OREO led to our family going on air. Maybe it did!”

Through this new commercial, created by The Martin Agency, directed by Emmy award winner Dave Laden, and produced by Hungry Man Inc. and PXP, the 110-year-old brand is proving that OREO cookies are still the cookie to keep up with. The spot, built on a strategy of engaging with fans, taps into the unique passion points and enduring cultural relevance of OREO cookies and meets fans where they are - like the Big Game!