Oreo Bets on History Rewrites to Win Super Bowl 2024
Oreo's 'Twist on It' is a 30-second Super Bowl LVIII commercial that aired during the second quarter on February 11, 2024, using the brand's signature cookie-twist ritual as a device to reimagine pivotal moments across human history, from the Trojan War to the origins of a reality-television dynasty, according to Marketingbrew.
The campaign marks a significant moment for Oreo in the United States, according to Foodrepublic. As reported by The Creatives Room and confirmed by The Martin Agency, 'Twist on It' represented Oreo's return to the Super Bowl after an eleven-year absence, the brand last appearing on that stage in 2013, according to Musebyclios. That gap makes the 2024 campaign not simply a commercial but a reintroduction of Oreo to the world's highest-reach advertising environment. The 30-second spot invites viewers into a playful alternate reality where the outcome of twisting an Oreo cookie — and observing which half retains the creme — determines the course of history. The Trojan Horse either enters Troy or does not. Aliens either visited Earth or they did not. And in the campaign's most culturally pointed vignette, Kris Jenner consults an Oreo cookie in the mid-2000s to decide whether to invite the world to keep up with her family, a direct reference to the launch of Keeping Up With the Kardashians. That cameo, widely noted in trade coverage including Marketing Brew and Muse by Clios, anchors the spot's comedic logic to a recognisable moment in American pop culture. The commercial was created by The Martin Agency, directed by Emmy Award winner Dave Laden, and produced by Hungry Man Inc. and PXP, bringing together a production team with demonstrable credentials in high-stakes broadcast work. For a 110-year-old brand competing in the United States confectionery and snacks category, the campaign signals a deliberate shift toward mass-reach entertainment as a creative platform, extending beyond the spot itself into social content, influencer activity, and retail programming.
Oreo enters Super Bowl LVIII with a strategy built on ritual rather than product.
The strategic foundation of 'Twist on It' rests on a consumer insight that Oreo and The Martin Agency had long identified as differentiating: the physical act of twisting the cookie apart is not merely habitual but emotionally resonant, functioning as a small, personal decision-making moment. By scaling that micro-ritual into a macro-narrative device — one capable of redirecting the Trojan War or spawning a reality-television empire — the campaign transforms a product behaviour into a cultural idea. As reported by Muse by Clios and Marketing Brew, the 2024 campaign represented a strategic evolution from Oreo's earlier real-time cultural participation toward a broader entertainment platform, one designed to meet fans at the largest shared-attention moment in United States media: the Super Bowl.
The competitive context in the United States confectionery and snacks market makes this positioning meaningful. Oreo's closest rivals in the cookie aisle — including Chips Ahoy, also owned by Mondelēz International, and Pepperidge Farm's Milano, owned by Campbell Soup Company — do not hold equivalent cultural equity around a single product ritual. That ritual distinctiveness is Oreo's primary competitive asset, and 'Twist on It' deploys it at scale. According to market data cited by Research and Markets, the global cookie category was estimated at approximately 42.90 billion US dollars in 2024, with a compound annual growth rate of 6.83 percent forecast through 2030, reflecting sustained consumer appetite for the segment in which Oreo competes. In the United States specifically, Super Bowl advertising represents one of the most concentrated brand-building environments available, with reach and cultural conversation that extend well beyond the broadcast window. The decision to return to that stage after eleven years, as confirmed by The Creatives Room and The Martin Agency, signals organisational confidence in the 'Twist on It' creative platform as something more than a one-cycle spend.
Dave Laden directs 'Twist on It' with a structure that prioritises comic compression over spectacle.
The 30-second format demands economy, and Laden — an Emmy Award winner whose background spans comedy and narrative commercial work — organises the spot as a rapid anthology of alternate-history vignettes. Each scene presents a recognisable historical or cultural moment, introduces an Oreo twist as the deciding variable, and pivots the outcome with deadpan efficiency. The tone is playful and self-aware without tipping into absurdism, a balance that allows the brand's 110-year heritage to coexist with the comedic premise rather than be undermined by it. Cinematography is credited to Jo Willems, whose visual approach gives each vignette its own period-appropriate texture, lending the transitions coherence despite the wildly different settings. The Kris Jenner sequence, shot to evoke mid-2000s reality-television aesthetics, functions as the spot's emotional and comedic peak, grounding the high-concept premise in a moment of immediate cultural recognition for United States audiences.
The Martin Agency's creative leadership on the project included Chief Creative Officer Danny Robinson, SVP and Executive Creative Director Jordi Martinez, and Creative Director Brittany Tooker. Production was handled jointly by Hungry Man Inc. and PXP, with PXP's executive production credits spread across Pamela Serp, Julie Marchesseault, Carol Powley, Michelle Price, and John Riddle — a substantial production infrastructure consistent with the demands of a Super Bowl broadcast slot. As reported by Food Republic, the campaign's creative ambition extended beyond the television spot to encompass social and influencer programming, with the twist ritual serving as a repeatable narrative platform across multiple formats. That structural extensibility — the ability of a single creative idea to organise content across paid, earned, and owned channels — is a hallmark of campaigns designed for sustained cultural conversation rather than a single broadcast impression.
'Twist on It' earns a Clapboard Score of 74 out of 100.
No single consolidated third-party performance report aggregating verified view counts, brand-lift figures, or sales attribution data for 'Twist on It' is publicly available at this time. What is verifiable from trade sources provides a strong structural picture. The spot aired during the second quarter of Super Bowl LVIII on CBS on February 11, 2024, as confirmed by Ad Age and The Martin Agency, placing it within one of the highest-reach advertising windows in United States media. Coverage appeared across Marketing Brew, Muse by Clios, Food Republic, and MediaPost in the days surrounding the broadcast, indicating substantial earned-media activation around the campaign's release. The Kris Jenner cameo generated discrete cultural conversation, functioning as a social amplifier beyond the paid broadcast placement.
Structurally, 'Twist on It' demonstrates several properties associated with high-performing Super Bowl work. The creative idea — using the Oreo twist as a decision-making mechanism — is both brand-specific and universally legible, requiring no category knowledge to engage with. The alternate-history format provides built-in shareability, as each vignette functions as a self-contained comedic moment. The celebrity integration is purposeful rather than decorative, with Kris Jenner's presence directly serving the narrative logic of the spot rather than simply lending fame. As reported by The Creatives Room, the campaign also extended into social and influencer programming, multiplying the touch-points available to United States audiences beyond the broadcast itself. The eleven-year gap since Oreo's last Super Bowl appearance, confirmed by The Martin Agency and The Creatives Room, amplifies the cultural weight of the return, lending the 2024 campaign a news-value dimension that purely habitual Super Bowl advertisers cannot access.
'Twist on It' is Oreo's 30-second Super Bowl LVIII commercial, created by The Martin Agency and directed by Dave Laden, that aired on February 11, 2024. The spot uses the Oreo cookie-twist ritual as a decision-making device to reimagine famous historical and cultural moments, including a cameo from Kris Jenner.
Oreo returned to the Super Bowl in 2024 after an eleven-year absence, last appearing in 2013, according to The Martin Agency and The Creatives Room. The return reflected a strategic shift toward mass-reach entertainment in the United States, with 'Twist on It' designed as a broader creative platform spanning social, influencer, and retail programming.
Emmy Award winner Dave Laden directed 'Twist on It.' The campaign was created by The Martin Agency, with creative leadership from CCO Danny Robinson, SVP and Executive Creative Director Jordi Martinez, and Creative Director Brittany Tooker. Production was handled by Hungry Man Inc. and PXP, with cinematography by Jo Willems.
Kris Jenner appears in 'Twist on It' as a longtime Oreo fan whose mid-2000s decision to share her family with the world is shown being determined by an Oreo twist. The vignette directly references the launch of Keeping Up With the Kardashians, grounding the spot's alternate-history premise in a recognisable moment of United States pop culture.
Oreo's 'Twist on It' receives a Clapboard Score of 74 out of 100 from Clapboard. The score reflects the campaign's strong brand-specific creative idea, purposeful celebrity integration, and structural extensibility across multiple channels, balanced against the absence of publicly verified performance metrics such as confirmed brand-lift or sales data.
The Martin Agency created 'Twist on It' for Oreo, with the campaign published in the United States in February 2024. The Martin Agency had previously worked with Oreo on the 2021 'Super Bowl Spelling' campaign, as noted by The Creatives Room, making 'Twist on It' a continuation of an established brand-agency relationship in the confectionery and snacks category.
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