How do you fight over the best part of an Oreo in a library? By whispering, of course, and don’t dare raise your voice even if it gets ugly. "Whisper Fight," created by Wieden & Kennedy, appeared in the first Super Bowl since Kraft Foods split in two, with Oreo's side of the company taking the name Mondelez.

But what really put Oreo in the spotlight was, ironically, the blackout at the Superdome in the third quarter, when Oreo’s digital agency 360i jumped at the opportunity and sent out the tweet that stole the show. "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 and became the gold standard for real-time marketing.

Director: Tom Kuntz, the "Man Your Man Could Smell Like" director for Old Spice whose Super Bowl ad portfolio includes Toyota's "It's Reinvented," Volkswagen's "Get Happy" and "Wings" and CarMax's "Kid in a Candy Store." Production company: MJZ. Director of photography: Toby Irwin. Executive producer: Scott Howard. Producer: Emily Skinner.

Wieden & Kennedy executive creative directors: Mark Fitzloff, Susan Hoffman. Creative directors: Craig Allen, Jason Bagley. Copywriter: Nathaniel Lawlow. Art director: Christine Cignac. Producer: Colleen Wellman. Account director: Ken Smith.

VFX/design: The Mill. Executive producer: Sue Troyan. VFX producer: Christina Thompson. Shoot supervisor: Sarah Eim. Creative director: Phil Crowe. 2D lead artists: Sarah Eim, Trent Shumway, Ant Walsham. 2D artists: Ben Smith, Emma White. 3D artists: Brett Agelillis, Michael Panov. Assist: Patrick Munoz. Art department: Kevin Flores, Scott Wilson. Production coordinator: Benjamin Sposato.

Editorial: Mackenzie Cutler. Editor: Gavin Cutler.

BRAND: Oreo

YEAR: 2013

AGENCY: Wieden & Kennedy

SUPERBOWL: XLVII

QUARTER AIRED: Q1