Oreo gets multicultural in rare new Canadian ad

Kraft Canada wants to show that the love of Oreo cookies knows no boundaries in a new 30-second television commercial that marks the brand's first Canadian-specific ad since 2005.

Kraft Canada wants to show that the love of Oreo cookies knows no boundaries in a new 30-second television commercial that marks the brand’s first Canadian-specific ad since 2005.

“Moving Day” opens with a little boy arriving at a new neighbour’s house with two glasses of milk and a bag full of Oreo cookies. He finds a boy his age who only speaks Mandarin but the two are able to communicate through the way they eat their Oreo cookies.

The commercial ends with the tag line: “Only Oreo.”

The ad can be viewed on Facebook.

“What we were trying to do with this spot was make Oreo relevant for Canada and make sure we reflect our cultural fabric and diversity, which is what Canada is today and how it’s growing,” said Emmanuelle Voirin, senior brand manager, Oreo.

Exploring the new Canadian experience makes the ad relevant and contemporary, she said.

Though the overall concept was developed by the brand’s creative agency Draft FCB Canada, Kraft also worked with multicultural marketing agency Kang & Lee Advertising.

Kang & Lee “helped us understand how to make sure we could reflect the reality of what a new Canadian family moving in would be bringing with them and how they would be dressed,” Voirin said.

Brands Articles

Diageo’s ‘Crown on the House’ brings tasting home

After Johnnie Walker success, Crown Royal gets in-home mentorship

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

Volkswagen bets on tech in crisis recovery

Execs want battery-powered cars, ride-sharing to 'fundamentally change' automaker

Simple strategies for analytics success

Heeding the 80-20 rule, metrics that matter and changing customer behaviors

Why IKEA is playing it up downstairs

Inside the retailer's Market Hall strategy to make more Canadians fans of its designs

Metrolinx launches public education campaign

New campaign from Grey intends to drive awareness of approximately 500 projects