Oreo launches new TV ad that connects with South African families
September 26, 2013
Oreo and Draftfcb Johannesburg are responsible for - the first time since 2006 – a new Oreo TV commercial in that country, which broke earlier this month (September).
The ad showcases a family moment being shared between a child and her dad that creates a slowed down moment allowing them to connect. It was created by creative director James Cloete, and led by chief creative officer Brett Morris.
To view it, please click on the link: http://youtu.be/6_khLVtkJcA
The TVC was inspired by an Oreo research study. The world’s number one selling biscuit wanted to find out what effect, if any; modern lifestyles are having on South African families.
The qualitative study conducted by Plunge Research wanted to uncover and understand the current family dynamics and roles in South Africa, as well as generational changes, to provide Oreo with a rich emotional territory to leverage off.
Combinations of focus groups, professional psychologists, as well as a selection of well-known South African celebrities were interviewed throughout this study in order to get the results.
To view the compelling results visit www.oreostudy.co.za.
Client: Mondelez, Brand Oreo
Marketing Executive: Tamsin Holton, Albertus Lombard
Creative agency: Draftfcb Johannesburg
Managing Partner: Romaine Mackenzie
Account Manager: Lebogang Yende
Chief Creative Officer: Brett Morris
Creative Director: James Cloete
Strategic planner: Zetu Damane
TV production: Tarisai Mahofa
Media planners: Ilsa Grabe, Fenya Popof
Production company: Fresh Eye Production
Director: Jonathan Parkinson
Orchestra Blue, BladeWorks and Produce