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

Toronto waterfront neighbourhood gets a creative rebrand

Raw Design invites young creative Torontonians to herald City of Arts

Hershey spreads Reese brand into new market

Consumer demand pushes new product into competition with Nutella

Bullseye – Remember Equity?

Campaigns used to run for years. But as Mike Tennant observes, marketing has become mostly short-term plays

Douglas Coupland to create 3D artwork for Simons

National tour of retail locations will culminate in 2019 unveiling

Walmart.ca to offer online grocery pickup orders

Service launching in Ottawa at 11 locations

WestJet’s expert social media response to bomb hoaxes

The airline's transparent approach has helped calm nerves

Lexus gets Maclean’s cover treatment

Automaker gets in early on cover/table of contents offering

Kids Help Phone reaches out with fundraising campaign

Charity's first mass campaign since 2012 targets female donors