Ad of the Day: Oreo

Stranded at sea, two best friends finally lose it over imaginary Oreos

It's not quite Life of Pi.

You're sitting, stranded at sea, in a lifeboat with your best friend, who you don't really even like that much, but he's the only other person around, so you'll go with what you've got. But soon the two of you are fighting over whether the imaginary cream or the imaginary cookies are the best part of your imaginary Oreos, and things quickly spiral out of control.

Still, better than if your shipmate were a tiger. 

This spot—the latest from Wieden + Kennedy for Oreo—is the second of two spots that came out of the agency's Super Bowl assignment for the Mondelez brand. (The first, the slapstick number "Whisper Fight," aired on the big game. Both were directed by MJZ's Tom Kuntz.) W+K has also been rolling out a series of web videos about elaborate cookie-separation machines under the same "Cookies vs. Creme" campaign banner. Clocking in at a few minutes apiece, each of those succeeds in offering enough entertainment—in the form of wry, absurdist humor—to keep them from feeling like a total waste of time.

"Life Raft" packs a similarly comedic, if slightly more surreal, ethos into its 50 seconds. Without getting into spoilers, it features the kind of offbeat writing that's easy to laugh at, and invites the question, "Where did they come up with that?"—without flying so far off the handle as to be off-putting. And while it's a soft sell, the product stays at the center of the story line. That makes it strong, classic, memorable TV advertising worth envying.


Client: Oreo

Agency: Wieden + Kennedy, Portland, Ore.

Creative Directors: Jason Bagley / Craig Allen

Copywriter: Nathanial Lawlor

Art Director: Christina Gignac

Producer: Colleen Wellman

Account Team: Ken Smith / Jessie Young

Executive Creative Directors: Joe Staples / Susan Hoffman

Head of Production: Ben Grylewicz

Production Company: MJZ

Director: Tom Kuntz

Executive Producer: Scott Howard

Line Producer: Emily Skinner

Director of Photography: Toby Irwin

Editorial Company: Mackenzie Cutler

Editor: Gavin Cutler

Assistant Editor: Ryan Steele

Post Executive Producer: Sasha Hirschfeld

VFX Company: The Mill

Flame Lead Artist: Ant Walsham

2D Artists: Sarah Eim / Emma White / Trent Shumway / Patrick Munoz

3D Artists: Michael Panov / Brett Angeleillis

Production Coordinator: Ben Sposato

VFX Producer: Christina Thompson

Titles/Graphics: Clarice Chin

Music+Sound Company: Mackenzie Cutler

Sound Designer: Sam Shaffer / Mackenzie Cutler

Mix Company: Eleven Sound

Mixer: Loren Silber

Producer: Jessica Locke