New Brand Campaign
Since its launch in 1912, Oreo has been a long-selling brand loved in more than 100 countries for over 100 years. 2022 will bring the brand's new ambassadors, actress Nana Eikura and comedian Junpei Goto, both of whom are raising children in their own lives, to promote the "Family is a Team.” campaign theme, expressing the image of a family that helps each other (as a team) through Oreo. Recently, the way of family is becoming more and more diverse. Saatchi & Saatchi Tokyo created a brand campaign that expresses a new kind of family bond, a family that is not bound by the stereotype that "parents must be perfect," but rather a family that shares both fun and hardships like Oreos, a family that is a team, with no one above or below them.
A mother is shown doing housework. As a mother with a sense of responsibility, she feels everything is her responsibility and tries her best to do everything. The father and sister do housework together with the mother. The mother ends up saying, "I'm sorry, I'm sorry.” Then, the younger brother sees the mother and twists the Oreo he is holding in half. As he hands her the halved Oreos, he said to his mother cutely, "It’s not sorry”. Seeing the halved Oreos, the mother realizes that it is okay to share various things with everyone in the family without overdoing it, and she smiles and says "Thank you" instead of "Sorry" to her son.