The Little Black Cookie Now Filled With Wonder

Oreo ran a 90-second animated spot during the airing of Mad Men on Sunday night.

The new anti-vampire/pro-cookie spot was created by the Martin Agency. It features music from the band Owl City.

According to The New York Times, Jorge Calleja, the group creative director at the Martin Agency who serves as the global creative director on the Oreo account, said he believed that the concept of wonder is “something the brand could own.”

“Other brands like to wake up the athlete in you,” Mr. Calleja said. “We want to wake up the inner child in you.”

But of course. Wake up the inner child, the inner child won’t bother about things like fat or calories. The inner child wants to dream, and eat cookies while doing so. It’s a smart strategy. But what I really enjoy here is the animation. A commercial needs to be something you want to look at, and this one is.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Latosha Mills says:

    this is a good promotion to use their brand in the marketing world .every day innovative things are accept the marketing brand.

    thanks for the post.

  2. Peter Lynch says:

    This is very, very derivative of Dumb Ways to Die — from the animation to the colors used to the soft-spoken little ditty. It did not make me want a cookie. It made me want to start judging awards shows from 2012.