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Oreo jumps on trend for eyebrow art in ‘Some People’ll Do Anything For An Oreo’ drive

Mondelez cookie brand Oreo has released a series of influencer-led films proving that ‘Some People’ll Do Anything For An Oreo’. The campaign will halo around a spot with the Slo Mo Guys and creative urging people to Oreo their brows.

The campaign is touching down on many interests and influencers by challenging each of them to push their boundaries. It is the OreoBrows activation that could cut throw and inspire the public to follow suit, however. 

The brand has produced digital content featuring people modelling ‘Oreobrows’ – eyebrows shaped like the three-layered cookie – in homage to the eyebrow obsession currently dominating the beauty industry.

Elsewhere in the campaign, YouTubers the Slow Mo Guys created a Rube Goldberg-style machine where Daniel Gruchy ran at full speed on a treadmill above a pool of milk. He went through a harrowing, slow-motion pratfall all for the promise of an Oreo.

The nine-minute cut was shared with the Slow Mo Guy’s 11m subscribers, accumulating more than 1bn views. Shorter cuts will be circulated on social and digital by Oreo and The LadBible.

Creative agency Elvis helped deliver the campaign – its first effort for the brand since signing on in March 2018. It was tasked with showing the lengths people will go to for an Oreo.

Carat UK handled the media buying. The media shop recently successfully repitched for the account, although it conceded Mondelez accounts globally.

Katie Dade, senior brand manager of sweet biscuits at Mondelēz, said: “We’re excited to launch this new campaign, which brings to life the deliciously irresistible taste of Oreo in a surprising and entertaining way. ‘Some People’ll Do Anything For An Oreo’ is the latest chapter in the story of continued growth for the world’s number one cookie.”

James Hudson, associate creative director, Elvis, added: “We’re proud to have partnered with Oreo to create an unexpected and unforgettable campaign which should cut through the social noise and inspire people to try Oreo. We’re also thrilled to be leveraging the creative talents of The Slow Mo Guys, in a fun and authentic way which should hopefully resonate with their huge audience.”

The campaign ties into the global ‘Oreo people’ push.

Mondelez netted $26bn in 2017. It is present in 160 countries and is known for Oreo, Belvita biscuits, Cadbury Dairy Milk, Milka chocolate and Trident gum.

Vote for the work below in The Drum’s Creative Works.

: 'Some People’ll Do Anything For An Oreo'

Date: September 2018
OREO, the world’s favourite cookie, has today revealed a new brand campaign, ‘Some People’ll Do Anything For An OREO’, as it seeks to drive further penetration in the UK. The initiative features content by YouTube stars The Slow Mo Guys and was developed in partnership with creative agency ELVIS.
The campaign is the first work to launch as part of the Mondelēz-owned cookie brand’s partnership with ELVIS, following their appointment in March 2018.
‘Some People’ll Do Anything For An OREO’ dramatises the playful lengths people will go for the taste of an OREO. The campaign features a number of executions which tap into OREO lovers’ desire for the delicious cookies.
Client: Katie Dade, Senior Brand Manager, Sweet Biscuits, Mondelez
Creative agency: ELVIS
Account Director: Keelie Lynch
Associate Creative Directors: James Hudson and Rob Griffiths
Creative Producer Louis Mason
Managing Partner – Strategy: David Yates
Motion Designer: Bene Tanser
Media agency: Carat UK
Tags: UK


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