The Martin Agency Gets ‘Thinner’ for Oreo

By Erik Oster 

The Martin Agency crafted a tech launch-inspired spot for Oreo’s new Oreo Thins, which made their debut in stores last week.

For the 30-second spot, “Thinner,” The Martin Agency teamed up with production company MediaMonks Films. “Thinner” keeps things relatively simple, showing off the new cookie’s slenderness with a series of animations that call to mind ads showing off slim new smart phone models. While the faux tech launch trope has become one of this year’s most tired trends (see RPA’s “Launch” and GS&P’s Sweetos introduction for Cheetos), The Martin Agency keeps it low key enough here that it’s not too abrasive. The spot is set to a mash-up of Strauss’ “Thus Spake Zarathus,” so often used (as it is here) to impart a sense of the epic and The Martin Agency’s “Wonderfilled” anthem. Near the end of the spot, the voiceover describes the new product as “a thin new twist on the Oreo you love.” According to Adweek, The Martin Agency’s campaign for Oreo Thins will include social elements and digital video in addition to the broadcast spot, which debuts today. Among the campaign elements we can expect in the future are an explanation as to how Oreo Thins give new life to the “forgotten” pinky finger and rules of etiquette for proper enjoyment of the cookie.


Client: Oreo / Mondelēz International Inc.
Topic: Oreo Thins
First Run Date: July 20, 2015
Mediums: TV and internet
Ad Name: “Thinner”
VP/Brand Equity & Communications, Center of Excellence, Global Marketing: Jill Baskin
Senior Director, US OREO and Chips Ahoy!: Janda Lukin
Senior Brand Manager: Patricia González
Senior Associate Branch Manager: Elise Burditt

Agency: The Martin Agency
Chief Creative Officer: Joe Alexander
SVP/Executive Creative Director: Jorge Calleja
VP/Creative Director: Magnus Hierta
VP/Creative Director: David Muhlenfeld
EVP/ Managing Director Production and Development: Steve Humble
Senior Producer: Adrienne Daniel
Junior Producer: Rachel Acors
VP/Group Account Director: Britta Dougherty
Account Supervisor: Molly Holmes
Account Coordinator: James Saulsky
VP/Planning Director: John Gibson
Strategic Planner: Gigi Jordan
Group Project Management Supervisor: Giao Roever
Senior Business Manager: Amy Trenz
Group Talent & Music Director: Juanita Mcinteer

MediaMonks Films (Animation, Shoot & Post)
Director: Rogier Schalken and Magnus Hierta
Founder & COO, Executive Producer: Wesley Ter Haar
Partner & Project Director: Quinten Beek
Executive Producer: Nell Jordan
Film Producer: Robert Bray
Head of Post Production: Okke Voerman
Post Producer: Gerben Molenaar
Production Manager: Lennart Deen
Previs Editor: Juan Berens

Colorist: Adrian Seery
Assistant Technical Director: Daniel Silverman
Executive Producer AMS: Edwin Elkington
Executive Producer NY: Adina Birnbaum
Producer NY: Adrienne McNeary

Running With Scissors (Finishing)
Executive Producer: Brett Alexander
Head of Production: Brian Creech
Flame Artist: Chris Hagen
Assistant Editor: Paul Weiderholt

Music and Mix Credits:
Music House: Duotone
Engineer: Andrew Green
Composer: Richard Strauss remixed by Jordan Lieb for Duotone Audio Group
Producer: Greg Tiefenbrun and Giovanni Lobato
Executive Producer: David Leinheardt