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

Activia kicks off campaign with world record attempt

Yogurt brand positions itself as a "lifestyle partner" through Rogers Media partnership

HBO Canada gives fans a chance to sit on the Iron Throne

Selection of Game of Thrones products available at Toronto pop-up shop

Frank & Oak push pop-up competition in the U.S.

Montreal-based retailer is giving consumers the power to pick temporary locations

How to create an engaging flyer

Expert Patrick Rodmell shares five best practices that apply to all retail sectors

What the Heinz-Kraft merger could mean for Canada

Experts say deal will likely lead to layoffs as the two companies find ways to share costs

N.L. college picks Target Marketing to steer branding

Campaign for College of the North Atlantic expected to launch this summer

Metro gets personal with latest digital play

Grocer offers personalized deals through mobile app and website

Schick debuts YouTube series in bid to reach young women

Branded content play marks the razor brand's first foray onto YouTube

Casino Rama bets on Media Experts/Taxi

Longtime partners were among five agency groups that pitched the business