Twist on it - Oreo | Clapboard Ad Archive

Oreo’s 2024 Big Game campaign Twist on It, created by The Martin Agency, reinvigorates the brand’s century-old identity by centering its signature ritual—the twist—as a decisive, playful force that shapes pivotal moments in history and popular culture. This 30-second film harnesses the universal familiarity of twisting open an Oreo cookie to reveal the creme, transforming this simple act into a metaphor for decision-making that turns everyday choices into moments of fun and engagement. The campaign imagines an alternate reality where the outcome of legendary events—from the Trojan Horse entering Troy to the question of alien visitation—is determined by the twist of an Oreo, embedding the product’s unique consumption ritual directly into the narrative’s causal fabric. The inclusion of Kris Jenner in a cameo flashback to the mid-2000s further cements Oreo’s relevance within contemporary culture by showcasing how even a major pop culture milestone, the launch of her family’s reality empire, can hinge on the whimsy of a cookie twist. This strategic alignment with a celebrity known for shaping public narratives and decisions underscores the campaign’s central message that Oreo is more than a snack—it is a cultural catalyst that makes choices lighter and more enjoyable. By airing during the Big Game, the campaign leverages the event’s massive, diverse viewership to amplify Oreo’s cultural resonance and fan engagement, a move well-suited to the confectionery and snacks category where brands compete for emotional connection as much as taste appeal. The campaign’s narrative construction exemplifies what Clapboard’s taxonomy identifies as FORMAT#6 BENEFIT CAUSES STORY, where the product’s inherent benefit—the twist—directly causes the action and drives the story, rather than serving as a peripheral detail. This approach deepens brand storytelling by making Oreo’s ritual the linchpin of each vignette, which blends humor, nostalgia, and historical reinterpretation to maintain broad demographic appeal. With over two million views and significant engagement, the campaign earns 74/100 in Clapboard’s global creative archive. This campaign matters because it demonstrates how a legacy snack brand can maintain cultural relevance and consumer engagement by turning a simple consumption ritual into a versatile storytelling device that shapes both brand identity and audience experience.