“The magic is that this action comes from an ingrained consumer behavior,” said Michelle Deignan, VP of Oreo U.S. “Either you or someone you know probably twists open an Oreo before popping it in your mouth. That’s a distinct action we wanted to use to tell this story.”
Deignan added that the spot is meant to bring some levity. “We know from talking to consumers and consumer research that tensions in everyday life are making consumers feel heavy,” she said. “We saw this as a way to use the brand to overcome some of that overanalyzing and overcomplicating.”
Read more about the sweets brands in this year’s Big Game
Jenner is featured “twisting on it” to decide to make the Kardashians reality TV stars, which became a reality with the 2007 debut of “Keeping Up With the Kardashians.” Jenner teased the concept in a video Oreo released on Jan. 17.
“Kris is hugely topical and relevant with consumers,” Deignan said. “Plus, we know from the show that they are organic fans of the brand, and we’ve appeared many times.” The Kardashians’ pantries, which have gone viral for their organization, often include a jar of Oreos.
Oreo is also releasing an extended version of the ad, showing that the twist of an Oreo decided the fate of cavemen, artificial intelligence and boy bands.