Oreo Celebrates 100 Years By Targeting Adults’ Inner Child

By Bob Marshall 

Today marks the 100-year anniversary of Oreo, which was first founded in Chelsea, Manhattan on March 6, 1912. To honor the occasion, Draftfcb’s New York and Paris offices are rolling out a print and TV campaign to honor “Milk’s Favorite Cookie.”

The above spot, “Commute” debuted this morning on ABC’s Good Morning America. In it, a cabal of children seek to disrupt an otherwise mellow, depressing morning train ride to work. Eventually, the buttoned-up working professionals partake in stacks of Oreos, learning to “celebrate the kid inside” with a feverish snacking session. Recently, I had a similar experience with some Girl Scout Thin Mints, and while I was smiling early on during my one-man cookie assault, I can say that the second half of the box didn’t go down quite as pleasantly as the first. A second TV spot, “School Board,” is set to debut tonight during The Bachelor.


Also included in the campaign is a series of 17 print ads. Each is a minimalistic interpretation of a events in Oreo’s history using only cookie, milk and a glass. See the full campaign, which includes nods to everything for Prohibition to Y2K, here.

Group Creative Director: Jill Applebaum
Creative Director/Copywriter (Television): Gary Resch
Creative Director/Art Director (Television): Megan Sheehan, Megan Williams
Director of Integrated Production: Anthony Nelson
Producer (Television): Mark Johnston
Production company (Television): Moxie Pictures
Director (Televison): Errol Morris
Editor (Television): Andre Betz
Editorial Company (Television): Bug Editorial
Music (Television): “You Do Something to Me” written by Cole Porter and performed by Bryan Ferry
Concept (Print): Pierre-Marie Faussurier, Sebastien Zanini
Creative Directors (Print): Megan Williams, Megan Sheehan (Art Direction), Jill Applebaum (Copy)
Creative (Print): Pierre-Marie Faussurier, Sebastien Zanini, Megan Williams, Zhanna Chausovskaya, Dana Ganci
Design (Print): Yego Moravia, Johnny Por Taing, Bangwool Han
Art Producer: James Kozyra
Photographer: Richard Pierce
Group Management Director: Susan Polachek
Account Director: Lori Johnson
Account Executive: Steven Mergaman