Oreo to air Super Bowl commercial decade after viral ‘Dunk in the Dark’ tweet

Oreo plans to air a Super Bowl commercial in the 2024 game, more than a decade since its famed “Dunk in the Dark” Big Game tweet. Check out the latest Ad Age events and award programs The Mondelēz-owned brand is slated to run a 30-second spot during the Feb. 11 game in Las Vegas, the brand confirmed to Ad Age. The Martin Agency is helping to produce the spot which will air during the second quarter, according to a person familiar with the situation. The Martin Agency has previously done Super Bowl ads for DoorDash and Busch Light. Mondelēz declined to comment on the broader strategy of the campaign. Football marketing news Tracking Super Bowl, NFL and college brand moves Read more here Oreo is the second brand to confirm a Super Bowl ad buy, following Coors Light. Power out? No problem. pic.twitter.com/dnQ7pOgC— OREO Cookie (@Oreo) February 4, 2013 Oreo made Super Bowl advertising history in 2013 when it tweeted the phrase, “You can still dunk in the dark,” after the lights went off during the Super Bowl between the 49ers and Ravens at what was then known as the Mercedes-Benz Superdome. The tweet is often referenced as one of the most memorable early uses of real-time marketing on Twitter and showcased how marketers could react while watching the game and generate added attention. The tweet overshadowed Oreo’s actual Super Bowl spot that year, which celebrated the brand’s 100th birthday. “Power out?” Oreo posted to Twitter. “No problem. You can still dunk in the dark.” The tweet was retweeted 10,000 times within one hour. It came from a team that operated from a social media war room cohabited by digital agency 360i. Flashback: Beyond Super Bowl stunt, Oreo finds new voice in social media Last year, Oreo revisited the 10th anniversary of the "Dunk in the Dark," giving it a halftime spin on Twitter. 10 years later and this is still true 😌 pic.twitter.com/M7YJ3iEEn6— OREO Cookie (@Oreo) February 13, 2023 The brand’s in-game ad that year, “Whisper Fight” by Wieden+Kennedy, pitted cream and cookie fans against each other. Oreo’s return to the Super Bowl comes as the social media landscape is shifting. In 2013, Twitter and “real-time” social media marketing were nascent concepts. Twitter has since been renamed X under billionaire owner Elon Musk, and more platforms have come online to compete for viewers and hype commercials. TikTok, Instagram, Snap and Reddit compete for brand attention during the game, too.

Oreo to air Super Bowl commercial decade after viral ‘Dunk in the Dark’ tweet

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