We’re all familiar with making a decision based on a coin flip, but Oreo’s Super Bowl ad features the cookie’s creme as the decider.

The 30-second spot from The Martin Agency, called “Twist on It,” reimagines deciding moments with the action of twisting open the two halves of an Oreo and seeing which side the creme is on. In the spot, the Trojan Horse gets to enter Troy, aliens never visited Earth and Kris Jenner decides her family will be reality TV stars—all based on how the creme of an Oreo sticks.

“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.

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, overshadowing the brand’s in-game ad that year.

When asked why the brand isn’t referencing the famous tweet, Deignan said it probably wasn't a moment that the average consumer would recall, but the brand would still tap into nostalgia.

“As we think about nostalgia, ‘Dunk in the Dark’ is a way in, but we didn’t want to be talking to ourselves,” she said. “For marketers, that was an important moment in time, but for consumers, it’s less of a thought in their mind. So we wanted to be authentic to the consumer experience and create a story that resonates with them.”

The brand plans to stay active on social media in the lead-up and during the game. The ad will run in the second quarter of the Feb. 11 game on CBS. It was directed by Emmy-award winner Dave Laden, and produced by Hungry Man Inc. and PXP. Deignan said that the ad was 10 months in the making, shot in Los Angeles and Mexico City.

Read more about Super Bowl 2024 social media strategies