Oreo Gets Political With a New Ad Days Before the Election

The cookie brand wades into the discourse with a message of unity

A still from the Oreo ad
Oreo goes for the heartstrings in an ad that encourages Americans to 'come together' days before the election. Mondelez
Headshot of Minda Smiley

Over the weekend, you may have seen a story in the Wall Street Journal that profiled next door neighbors with opposing political views. Despite their disagreements (and different yard signs), the families have managed to stay friends, perhaps a feat in a highly contentious election year.

It seems as though Oreo is leaning into a similar sentiment in its latest ad, debuting today across TV, digital and social channels. In the animated spot, which takes place at a fair, the stuffed animals handed out as game prizes come to life after hours.

Upon spotting a deep-fried Oreo stand, a plush toy cat starts meowing, grabbing the attention of a stuffed donkey and elephant. As they try to help the cat get some milk and Oreos, the symbolic political rivals end up getting into a tiff, forgetting about the task at hand.

After seeing the feline’s distress, they ultimately manage to put their differences aside, and the three of them enjoy some milk and Oreo cookies together.

“Life is sweeter when we come together,” the ad concludes. “Stay playful.”

The 30-second ad was created by The Martin Agency and visual effects company Framestore. The Martin Agency described the spot in a statement as a “modern-day fable about how two rivals realize that, while they might be divided by their differences, they can still find joy in working together to make a positive impact.”

The commercial is set to run during an NFL game on Fox this weekend, according to the agency.

“Oreo has always been about connection—and we believe this is a message that is needed,” Jordi Martinez, global group creative director at The Martin Agency, said. “As a team, The Martin Agency and Oreo recognize that no matter what happens in this moment, there’s undeniable potential in unity. We chose to tell a story that lives up to that belief in a unapologetically optimistic way.”

While Oreo isn’t necessarily taking a political stance with this ad, it seems as though the typically lighthearted brand has become more comfortable tapping into the cultural zeitgeist as of late. Earlier this month, it unveiled a moving short film that told the story of a father who learns to show pride for his LGBTQ+ daughter.

Justin Parnell, senior director of the Oreo brand, which is owned by Mondelēz International, said the company recognizes “how important this moment is and take it very seriously.” He said the brand hopes the spot will remind viewers that a lot can be accomplished when people respect one another and work together.

“We have always used our platform to spread positive messages and encourage people to come together, and this is no different,” he said. “We stand by this ad and its purpose. We feel this message is important and we are proud to share this with fans across the country.”

@Minda_Smiley minda.smiley@adweek.com Minda Smiley is an agencies reporter at Adweek.