Oreo is hoping Americans can put aside their differences as the cookie company introduces “The Fair” just in time for Tuesday’s elections.
The creative, developed with The Martin Agency, serves as a modern-day fable by introducing a stuffed elephant and stuffed donkey at a local fair who initially despise and fight one another over who is best positioned to help a stuffed cat.
Eventually the pair realizes they can only achieve their goal by working together. The brand chose a lost and hungry cat searching for a snack because it offered an opportunity for the main characters to realize that they share the same goal and find joy in coming together to arrive at a solution.
“Most Americans are unified in their belief we need to come together as a nation and find ways to respect one another more, regardless of our personal beliefs or differences,” explains Justin Parnell, senior director, Oreo brand. As a brand, we believe a message of coming together and restoring civility is needed now more than ever.”
At a time when fostering collaboration and togetherness are so important, Oreo leaders say this ad was part of its on-going use of its voice to inspire a more respectful, civil and connected society.
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Mondelez International and The Martin Agency teamed up with visual effects powerhouse, Framestore, to develop this animated spot in an accelerated production cycle. Normally, a production of this size and complexity takes between 10-12 weeks. Framestore pulled off the effort in a record six-week sprint.
The spot debuted on digital on October 29, 2020 and will run on select TV programming through Election Day. It already is proving to be popular among Twitter users. “The Fair” was published across the platform’s FirstView, what the company calls its “most valuable advertising real estate,” for 24 hours. When users first visit the Twitter app or log in to twitter.com, the top ad slot in the timeline was this Oreo ad. Feedback was overwhelmingly strong with more than 80% positive sentiment after seeing the commercial. Given that reaction, the brand is exploring potentially running the spot in paid beyond Election Day.
“Oreo has always used its voice as a platform to spread positive messages,” states Parnell. “We hope this brings a respite from the negativity and divisiveness in the world right now and serves as a simple reminder of the strength we have when we all come together.”
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November 03, 2020 at 05:02AM
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Oreo Accelerates Production Cycle To Deliver Election Spot 11/03/2020 - MediaPost Communications
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