The Washington Post

Super Bowl 2013 commercials: Oreo had a slam-dunk response to blackout

It’s not as if Oreo didn’t go the big-production route with its ad. (via Reuters)

Sometimes, meta trumps Madison Avenue.

Take the folks behind Oreos, for instance. They had a sweet little “Cookie or Creme” ad for their cookie that scored nicely in polls about Super Bowl XLVII commercials. But it was their nimble slam-dunk of a response to the unforeseen — the 34-minute power failure at the Superdome — that had everyone talking about Oreo today.

In the midst of blackout, their ad company, 360i, tweeted a simple little message that has been retweeted more than 15,000 times and has over 20,000 Facebook likes:

“We had a mission control set up at our office with the brand and 360i, and when the blackout happened, the team looked at it as an opportunity,” agency president Sarah Hofstetter told BuzzFeed. “Because the brand team was there, it was easy to get approvals and get it up in minutes.”

Follow @CindyBoren on Twitter and on Facebook.


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Related: The power was out, the tweets weren’t.

Super Bowl ads: Watch them now.

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Five worst Super Bowl ads

After spending most of her career in traditional print sports journalism, Cindy began blogging and tweeting, first as NFL/Redskins editor, and, since August 2010, at The Early Lead. She also is the social media editor for Sports.



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Cindy Boren · February 4, 2013