Oreo Encourages Proud Parents
Every once and a while, companies take a break from traditional advertising to promote a more important message. These types of advertisements tend to stick with us longer, as they appeal to our emotions though storytelling. They tell stories that tug at our heart strings and motivate us in someway. Oreo did a great job of that last fall when they released this ad promoting their #ProudParent campaign.
There are a plethora of reasons as to why this is an incredible ad, but the structure that holds it all together is the story. There is a clear beginning, middle, climax, and resolution, complete with likable characters in a relatable setting. Right away from the very first scene we learn there is some sort of conflict, which is a great hook to intrigue the audience and keep them interested. The relationship between the two characters is established right away, which is important to maintain a good flow and avoid confusion.
In the next scene, it’s established that our main character, Jan, is bringing her girlfriend, Amy, home to meet her family for the first time. This is a situation most of us can relate to, so we immediately can begin to feel some of the emotions she must be feeling — nervous, anxious, scared, vulnerable, etc. It’s easier to reel your audience in if they can relate to the story being told, even if it’s just a portion of the story.
We notice the glares between Jan and her father, which brings forth some tension and introduces the conflict. The conflict intensifies as everyone else in the family seems to welcoming Amy with open arms, while the father remains silent and distant. It’s even more apparent how painful that is for Jan when we see her father getting along so well with her sister’s husband. Jan is devastated and we are feeling it too.
The resolution of the story is beautiful and truly brings everything together. Jan and Amy head outside to see what her father has been working on and they find out he painted a rainbow on the fence to show his support. Jan of course is relieved and elated and we are totally in our feels over the fathers beautiful character arc. As I wipe away my tears, Oreo then reveals their campaign by encouraging the audience to be a #ProudParent.
What does this ad have to do with Oreos? Absolutely nothing. To me, that’s the beauty of this story. The goal here is to motivate the audience to open up their hearts and do better by being a proud parent, which is a message that too many people need to hear, unfortunately. It’s not about selling more cookies, it’s about doing the right thing.
It’s also important to note, they planned the timing of the advertisement perfectly, as it aired right before National Coming Out Day. This advertisement could have potentially been life changing to someone who was considering coming out that weekend. Especially if the ad made a positive impact on their parental figures.
I remember watching this ad and visiting their #ProudParent website right away (and yes, I purchased the Pride Oreos). I learned that the campaign was done in partnership with PFLAG, which is an incredible LGBTQ+ organization. It was extremely moving to see this advertisement and see a huge company like Oreo trying to make a difference by doing the right thing.
