Oreo launches new TV ad that connects with South African families

Posted: September 26, 2013

Oreo and Draftfcb Johannesburg are responsible for – the first time since 2006 – the new Oreo TV commercial which broke earlier this month (September).

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The ad showcases a family moment being shared between a child and her dad that creates a slowed down moment allowing them to connect. It was created by creative director James Cloete, and led by chief creative officer Brett Morris.

To view it, please click on the link: http://youtu.be/6_khLVtkJcA

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The TVC was inspired by an Oreo research study. The world’s number one selling biscuit wanted to find out what effect, if any; modern lifestyles are having on South African families.

The qualitative study conducted by Plunge Research wanted to uncover and understand the current family dynamics and roles in South Africa, as well as generational changes, to provide Oreo with a rich emotional territory to leverage off.

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Combinations of focus groups, professional psychologists, as well as a selection of well-known South African celebrities were interviewed throughout this study in order to get the results.

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To view the results visit www.oreostudy.co.za.

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Client: Mondelez, Brand Oreo
Marketing Executive: Tamsin Holton, Albertus Lombard

Creative agency: Draftfcb Johannesburg
Managing Partner: Romaine Mackenzie
Account Manager: Lebogang Yende
Chief Creative Officer: Brett Morris
Creative Director: James Cloete
Strategic planner: Zetu Damane
TV production: Tarisai Mahofa
Media planners: Ilsa Grabe, Fenya Popof

Production company: Fresh Eye Production
Director: Jonathan Parkinson

Orchestra Blue, BladeWorks and Produce