Ad of the Day: Get the Skinny on Oreo Thins in This Tech-Inspired Launch Spot

A more 'sophisticated' cookie

The new Oreo Thins get a formal introduction today with a "Wonderfilled" spot from The Martin Agency that suggests the thinner cookies are a thing of wonder even if they're not quite as filled as their forebears.

Dutch production house MediaMonks Films (and directors Rogier Schalken and Magnus Hierta) did the animation for the :30, which has a pleasantly faux-epic vibe thanks to its soundtrack's mashup of Strauss' 119-year-old "Thus Spake Zarathustra" with the 2-year-old Martin-written "Wonderfilled" song.

The spot certainly leans into the product's thinness, portraying it as almost paperlike in a cute, short series of animations. In announcing the product two weeks ago, Oreo said it was "following 'thin' cues in technology" and putting "a sleek and modern spin on a classic."

The ad shows off this inspiration, too. When the cookie turns sideways to form the "i" in the word THINS, it's like any number of tech ads where the gadget spins sideways to show off a slender frame.

The cookies hit store shelves last week in Original, Golden and Mint flavors—a permanent addition to the Oreo line. In addition to the TV spot, the marketing campaign will also include lots of social activity, including an upcoming video that shows how the more sophisticated Oreo Thins gives the "forgotten" pinky finger a new reason to be, and a series of new etiquette rules around how to "properly" enjoy the Oreo Thins.

And if you're not into being this sophisticated, or you're flat-out angry about the creme reduction, you always have Double Stuf to fall back on.


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