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.
CREDITS
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
Editorial
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
MPC
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
