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Oreo launches new TV ad that connects with South African families

Press Release - Johannesburg, 26 September 2013

OREO and Draftfcb Johannesburg are responsible for – for the first time since 2006 in South Africa – a new OREO TV commercial which broke earlier this month (September).

The ad features a child and her dad sharing a special moment in which they connect over an OREO. It was created by creative director James Cloete, and led by chief creative officer Brett Morris.

To view it, please click here.

The TVC was inspired by an OREO research study. The world's number one selling biscuit wanted to find out what effect, if any, modern lifestyles are having on South African families.

The qualitative study conducted by Plunge Research wanted to uncover and understand the current family dynamics and roles in South Africa, as well as generational changes, to provide OREO with a rich emotional territory to leverage off.

Combinations of focus groups, professional psychologists, as well as a selection of well-known South African celebrities were interviewed throughout this study in order to get the results.

To view the results visit

About Draftfcb

Draftfcb places equal emphasis on creativity and accountability, science and art. We are made up of a diverse, passionate group of thinkers, creators, poets, artists & technologists devoted to creating brilliant ideas that change behavior. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. Our worldwide network now spans 151 offices in 90 countries, with nearly 8,600 people, and is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit


Client: Mondelez, Brand OREO
Marketing Executive: Tamsin Holton, Albertus Lombard

Creative agency: Draftfcb Johannesburg
Managing Partner: Romaine Mackenzie
Account Manager: Lebogang Yende
Chief Creative Officer: Brett Morris
Creative Director: James Cloete
Strategic planner: Zetu Damane
TV production: Tarisai Mahofa
Media planners: Ilsa Grabe, Fenya Popof

Production house: Fresh Eye Production
Director: Jonathan Parkinson

Orchestra Blue, BladeWorks and Produce