Mondelez International and Saatchi & Saatchi Dusseldorf launch European brand campaign for OREO

Ads, Creativity

Oreo is the biscuit that begs to be played with. You twist it, lick it, dunk it. And with the brand’s new European brand campaign (German launch: 19 May) by Saatchi & Saatchi Düsseldorf, OREO takes it one step further. With the claim “Stay playful”, the brand invites us to have more fun moments in our everyday lives and to use them to connect with others.

“Oftentimes, in the rush of the moment and business of life, we just miss small things around us that are somehow special, not noticing people and happenings. Unconsciously, we stay in our own bubble and therefore miss out on playful moments”, says Chiara Missio, Associate Director Equity & Innovation Treat Biscuit EU Region. “OREO twists open our playful self to help us better connect with others. Because we are more likely to connect when we are in a playful spirit.” 

The TV spot, which Saatchi & Saatchi Dusseldorf produced together with Markenfilm Hamburg and director Rúnar Ingi, shows a father and his little daughter rushing through a train station. At first, the man only has eyes for his smartphone, while the girl gets carried away by the busker’s music. Only when the little girl offers him an OREO biscuit and he twists the halves apart can he get involved with the music and the spontaneous playfulness of the moment. Both dance exuberantly and enjoy their bond in this very special moment. 

“Our everyday life offers so many opportunities to experience playful moments with others. We just have to be open to them. The new OREO campaign reminds us to rush through everyday life a little less and share spontaneous moments with others,” says Christian Anhut, Executive Creative Director, Saatchi & Saatchi Düsseldorf. “No matter where we come from, old or young, after more than a year of home offices, home schooling and lockdowns, we all wish for more of these interpersonal moments. And if it’s a spontaneous dance to a street musician’s track.”

The campaign starts in mid-May and will run for a year on TV and online in 27 Central and Eastern European countries (including Germany and Russia).       


  • Filmproduction: Markenfilm Hamburg
  • Postproduction: INFECTED
  • Media: Carat UK
  • Producer agency: Saatchi Studio
  • Chief Business Officer Dusseldorf: Stephanie Rupp
  • Chief Creative Officer Dusseldorf: Alexander Reiss
  • Executive Creative Director: Christian Anhut
  • Senior Copywriter: Marika Krobbach 
  • Senior Art Director: Julia Rebentisch
  • Account Director: Astrid De Raedt
  • Senior Account Manager: Carolin Leo 
  • Producer: Insa Frerichs
  • Executive Director Strategy: Oliver Loh
  • Director Strategy: Lara Muhn
  • Strategy Partner (Digitas UK): James Whatley

Saatchi & Saatchi is the creative agency of Publicis Groupe in Germany and is represented in Düsseldorf, Berlin, Frankfurt a.M. and Munich. The Saatchi & Saatchi brand designs emotional brand experiences along the customer journey, from initial contact to repeat purchase. The B2B specialist provider Saatchi & Saatchi Pro and the international creative agency Leo Burnett are also organised under its umbrella. The agency was founded 50 years ago in England and since then has also been active in Germany for leading brands. The client portfolio of the Saatchi & Saatchi group includes AXA, Bosch, Deutsche Telekom, Ferrero, L’Oréal, McDonalds, Renault, Samsung (Leo Burnett), Sanofi, Siemens, but also German medium-sized companies such as Vaillant, Rehau or Deutsche Wohnen. In total, Saatchi & Saatchi employs 500 people from 30 nations in Germany.