Toy Scientists Are Much Better at Separating an Oreo Than Ad Guys

Barry Kudrowitz and Bill Fienup show you how it's done

Oreo just released the second video in its Oreo Separators series from Wieden + Kennedy, dedicated to finding absurdly mechanical ways of separating the cookie part from the creme part. The first video featured "physicist" (also, W+K creative) David Neevel, who came up with a seriously involved contraption in his Portland, Ore., workspace. This time, the intrepid experimenters are Barry Kudrowitz and Bill Fienup, described as "toy scientists" from the Midwest. And you have to hand it to them—their machine is a lot slicker, and simpler, than Neevel's. Their solution involves popping off the top cookie with a swift jab of plastic, then melting and spraying off the creme part. Fienup, the creme lover, gets a little messy in the process, but it's worth it. It turns out these guys were perfect for the job. As students at MIT in the mid-2000s, they helped create the MIT Toy Lab, funded by Hasbro, which developed new concepts for Nerf and Supersoaker products. (The idea for the Nerf Atom Blaster came from the lab.) As he mentions, Kudrowitz is a product-design professor at the University of Minnesota now, though his areas of research are decidedly offbeat, including "play and humor in design." Kudrowitz and Fienup's previous collaborations include a remote-controlled ketchup-squirting car.

@nudd Tim Nudd is a former creative editor of Adweek.