Oreo has been playful throughout the Covid year although it has been a strong advocate of LGBTQ+ rights since the ‘80s. Now as the US election reaches a critical point, the brand is having a moment of serious political discourse, albeit veiled in a sweet 30-second story about three stuffed animals – an elephant, a donkey and the sweetest kitten.
For those who delve no deeper into US politics than to stare in disbelief at what Trump did next, the Democrats are represented by the donkey (and have done so for decades), the Republicans by the elephant. Oreo’s commercial by The Martin Agency is not just a sweet story about the rewards and good feelings generated by sharing and unity, it’s a call to defuse the intense divisions in the US over political views. There is no question it is wishful thinking – as we all know, Wallmart removed guns and ammunition from its shelves this week as a preemptive measure against the election outcome – but it fits Oreo’s “biscuit for everyone” personality.
In its statement, The Martin Agency described the spot in a statement as a “modern-day fable about how two rivals realize that, while they might be divided by their differences, they can still find joy in working together to make a positive impact.”
The spot is underlined by a slow and soulful version of Bob Marley’s 1984 reggae hit, One Love, and draws on his movement for social harmony. Visual effects are by Framestore.
The Oreo film ends with the slightly saccharine tagline, Life is sweeter when we come together. Stay playful, otherwise all hail for this, and any, attempt to restore what the Trump administration has deliberately eroded.