This will be Kris Jenner’s first Big Game ad, according to Oreo.
Oreo’s Super Bowl ad will feature Kris Jenner, the famed momager of the Kardashian family, who will be making her first appearance in a Big Game spot, according to the brand.
Oreo today released a teaser showing Jenner neatly stacking Oreos in a glass jar in the kitchen.
“How’d we get here?” Jenner asks in the teaser. “Well to answer that, I’d have to go back to the beginning.”
The “beginning” is an allusion to 2007, an Oreo spokesperson confirmed; in the teaser, Jenner is seen sporting her former haircut. “Keeping Up with the Kardashians,” the show that vaulted Jenner and her daughters into mega-celebrity status, began that year.
The text, “It all starts with a twist,” then appears before Jenner twists apart an Oreo and says, “I’d better go warn the kids.”
Although it marks Jenner’s first Super Bowl ad, her daughter Kim Kardashian has appeared in previous Super Bowl spots, including for T-Mobile in 2015 and Skechers in 2011. The neatly stacked Oreos in the teaser may also be a reference to another Kardashian daughter; in 2022, Khloé Kardashian’s pantry, which included an Oreo jar, went viral for how well it was organized.
The 30-second spot from The Martin Agency will run in the second quarter of the Feb. 11 game on CBS. The spot will be directed by Emmy award-winning director Dave Laden and produced by Hungry Man Inc. and PXP.
The spot comes more than a decade after Oreo’s famous “Dunk in the Dark” Big Game tweet in 2013. When the lights went out during Super Bowl XLVII, the brand was quick to post to X (formerly Twitter), “Power out?” “No problem. You can still dunk in the dark.” The tweet received 10,000 retweets within an hour of posting.
Lately, Oreo has been posting subtle references to the “Dunk in the Dark” tweet on social media.
