Kris Jenner for Oreo at The Super Bowl

Source: Wikipedia

Evidently, stacking Oreo cookies is a big thing. It’s an artistic expression for the love of the brand. A sport unto itself. There are even Oreo Stacking competitions! Who knew! For fans only, I would imagine.

And that’s exactly what Kris Jenner is teasing up in her first Super Bowl commercial for none other than Oreo, who is a bit of a Super Bowl expert at this point. She is seemingly in her kitchen in front of a big jar of stacked Oreos. The rest is left up to the imagination and left for the official airing during The Game.

“With a twist!” It was just over a decade ago when Oreo famously and instantaneously took advantage of the unexpected power blackout during Super Bowl 2013 with this social media ad:

The brand set a new standard and best practice at the time for responsive (and really kinda proactive) social media marketing that many brands tried to emulate over the years. And many still are!

What I find fascinating about this year’s spot from the brand is the recognition of a mega-fan behavior … acknowledged by a mega-mom celebrity. Not many brands can claim such status and not many brands could in fact still take center stage with such a huge celebrity without being overshadowed or without the message getting lost. Oh the message comes through! So much so that there’s anticipation for the rest of the story. A true teaser.

This is my first take on any Super Bowl advertising activity this year … more to come as we get ready for the Marketers’ Holiday that is The Big Game!

Be on the lookout … marketing is a spectator sport! What’s your experience? JIM