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

PepsiCo and InterCon Hotels execs embrace ‘The Many’

C2 Montréal invites brands to discuss how they're putting consumers in charge

Wonderbra pushes modern look in new campaign

77-year-old brand aims to attract new consumers with fresh imagery

How Google’s ‘agency for agencies’ tells brand stories

The managing director for The Zoo opens up at C2 Montréal

AmEx influencer campaign travels north of expectations

Social and acquisition teams band together for the company's latest campaign

Shinola’s expansion into Canada gets a PR boost

Detroit-based manufacturer looks to settle in Toronto with help from ASC Public Relations

Canada Goose to open Toronto, New York retail stores

The luxury outerwear brand is investing in its first-ever standalone locations

Thinkingbox looks to grow globally with new funding

Vancouver-based digital production studio lands its first outside investor

Belairdirect heads to medieval times in its new campaign

The brand is going back in time to show how easy insurance has become

Etsy’s Chad Dickerson defines the brand he wants to build

The maker marketplace's CEO talks growth and good business practices