“She’s very picky and she only wanted to work with iconic brands—and in a way that unites the Gen Z and millennial consumer,” Anderson said. “She sees the fragmentation and the shortening of attention spans and really wanted to do something that represented the duality that Gen Z loves talking about.”
Anderson said Arquette’s involvement inspired them to make the spot a “cross-generational female empowerment story,” both behind the camera and in front of it.
Sedaris was originally tapped just to write the script, but it quickly became clear she should also star.
With all the elements in place, Anderson said the creative “snowballed,” taking only four weeks from brief to first day of production.
Measuring success
The campaign marks not only Reese’s Oreo’s one-year anniversary but also its permanent spot in the Reese’s portfolio. Bornstein sees three ways to measure the campaign’s success.
“Delivering those retail sales we did in year one is the number one goal,” Bornstein said. “Number two is we want to be able to prove that there isn’t one way to build best-in-class advertising. Juxtapose opened our eyes to a different way to go to market that puts celebrity and social at the center of everything we do.”
The third measure is more anecdotal, Bornstein said: reading the comments, likes, and shares across social channels.
“We want to feel that same fan love that we did in year one, and we’re going to be reading every comment and dissecting every like, making sure that consumers, the fans, the ones who came up with this idea decades ago, is living up to the promise,” Bornstein said.
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