Those clever Oreo creatives! They get the best ad during the Super Bowl for FREE! (Remember when they tweeted during the blackout!) They are killing it in social media. And then, they delight my Monday addled eyes with a splash of fun and color in the oldest media form known to mankind (next to carving ads in stones). Art direction! Copywriting! Media planning! Bold thinking! They blast a full page ad in the … newspaper! It’s different. It’s fun. It’s bold. It doesn’t matter what it says. What it says is, “We’re Oreo, we’re here, we’re proud, say it loud!” And it made me think an Oreo might just go well with coffee at breakfast.
You might say it’s a wake-up call.
I noticed an ad the other day for a radical remaking of “The Lone Ranger.” Of course, in Hollywood, there is nothing new over the sun, and the wild masks and inevitable insane music track should make this “interesting,” but what I’m really happy about is that the term, “Silver Bullet” will come back into common parlance. I hope. Because even though we don’t use it so much, we certainly believe in it — the one, magic, powerful shot that cures it all. Which brings me to the future of Internet advertising — or, actually, all advertising.
Because Oreo’s — humble, lowly, unscrew ’em and eat ’em Oreo’s — are showing us a possible way forward. Someone over at the Twitter Switch over at Oreo is doing something very right. We all know about how they Tweeted IMMEDIATELY during the Super Bowl Blackout. The most brilliant Super Bowl ad wasn’t an ad, and didn’t cost a dime. Then, last week, they got into a Twitter Tussle with Twix (that has a ring to it…) You can Google it, but trust me — it’s all reacting AT THE MOMENT. That makes particularly good use of the IMMEDIATE and CHEAPO CHEAPO attributes of web media, and the web experience.
A couple of pieces of the unraveling puzzle? I think so.