Little Oreos. Big direction idea.

Mel’s Mini Mini Mart is The Martin Agency’s big idea to sell a little biscuit. But the credit for selling the idea to an audience has to go to the director.

The Martin Agency’s Wonderfilled campaign for Oreo began with an ad so like DWTD it might have been a parody. Wonderfilled reappeared in May 2013 with this anthem version…

…that turned into a campaign still giving birth to new versions in Canada, by music artists like Kacey Musgraves. And this version, sung by 16 year old Ellis Barkman, for the Sochi Olympics.

Now there’s a Dr Seuss-style ad by The Martin Agency to promote mini Oreos.

The story idea is nice, but the direction stars. It’s the surprising use of ECUs that that keeps you watching for the full one minute and 52 seconds, is it not?