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Not So Wonderfilled

by Ethan Tussey

by Sammi Dittloff for IN MEDIA RES

When sugar is made into candy and desserts, it takes on magical qualities. Sugar can stand for pure imagination. Sugar can create an entire world. Sugar can also represent wonder.

In May 2013, Oreo launched their “Wonderfilled” campaign, starting with a 90-second spot which ran during “Married to Jonas” and “Mad Men.” This spot captured the attention of advertising professionals and cynical adults (sometimes one in the same). The commercial evokes feelings of wonder and reminds viewers that magic can exist in the world. There is no room for cynicism between two cookies - that space is filled with creme.

Oreo went on to run additional spots over the next year, employing a lot of different musicians in the process: Chiddy Bang, Kacey Musgraves and Chromeo, to name a few. The childlike campaign is enough to melt hearts of ice.

Of course, on the other side of this exists the reality of sugar.

In the United States, an estimated 93 million people are affected by obesity, and at the root of the issue is sugar. Kids watch an average of about 10 food-related commercials per day, and 98% of these ads are for products high in fat, sugar and sodium.

These issues lead to bigger questions. Is the happiness and wonder proposed by Oreo worth the negative long-term health effects of their cookies? Should companies that sell high-sugar products be required to warn consumers about the risks of eating their products? Does Oreo care about the happiness of their consumers? If so, shouldn’t they equate long, happy lives with health?

Candy Culture and Sugar

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A commercial for Oreo cookies

from OREO Wonderfilled Anthem (:90) (2013)
Creator: Oreo Cookie
Distributor: YouTube
Posted by Ethan Tussey