OREO, The Martin Agency, Framestore Take Us To “The Fair” For Civility, Teamwork, Milk and Cookies 

By

Robert Goldrich
Monday, Nov. 2, 2020

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This OREO TV ad titled “The Fair” broke ahead of Tuesday’s U.S. elections. The animated modern-day fable portrays two “rival” characters, an elephant and donkey, who initially disagree and are fighting against each other--even though they have the same goal. Eventually the pair realizes they can only achieve their goal by working together, and then they are able to collaborate to make a meaningful impact. 

“Most Americans are unified in their belief we need to come together as a nation and find ways to respect one another more, regardless of our personal beliefs or differences.  As a brand, we believe a message of coming together and restoring civility is needed now more than ever,” said Justin Parnell, sr. director, OREO Brand. “OREO has always used its voice as a platform to spread positive messages, and encourage togetherness among people, and we are excited to share this creative with our fans and followers.”

Oreo parent Mondelēz International and The Martin Agency teamed up with visual effects studio Framestore to bring the animated atmosphere to life. Normally, a production of this size and complexity takes between 10-12 weeks. Framestore pulled off the effort in a record six-week sprint.  Murray Butler and Andy Rowan-Robinson served as directors via Framestore Pictures.

Credits

Client Mondelez International/OREO US Agency The Martin Agency Kristen Cavallo, CEO; Danny Robinson, chief creative officer; Jordi Martinez, SVP, global group creative director; Rushil Nadkarni, art director; Jacob Pankey, copywriter; Brett Alexander, SVP, executive content producer; Maggie Weishaar, content producer; Jaclyn Ruelle, SVP/managing director, cultural impact & brand communications. Production Framestore Pictures Murray Butler, Andy Rowan-Robinson, directors; Jennifer Siegel, managing director; Anne Vega, head of production; Jon Chema, DP; Olivia McLean, production coordinator. Postproduction Framestore Charles Howell, managing director; Dez Macleod-Veilleux, sr. exec producer; Matt Pascuzzi, VFX supervisor; Vince Baertson, global head of CG; Jon Burke, lead animator; Natty Cabral, production assistant. Editorial Framestore Andy Green, editor. Color Framestore Steffan Perry, colorist. VFX Framestore JD Yepes, Paul Krist, Rob Garcia, Gabriella Salmeron, Linda Dussine, Ben Walant, Nico Cappuccio, Anna White, Brianna Reynolds, Eugen Bekafigo, Jessica Soderstorm, John Volny. Jon Parker, Joseph Taylor, Matt Pascuzzi, Minji Sohn, Rob Dollase, Sebastian Romero, Sylvia Apostol, Raul Ortego. Sound Design/Mix Rainmaker Studios Jeff McManus, sound designer. Music Supervision Good Ear Music Supervision;  Track: “Me and You” by Jamie Lidell

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