OREO launch Twist Lick Dunk spot
Charlie Robbins directs new Oreo campaign for Saatchi & Saatchi by common people studio.
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Common People Studio have worked with Charlie Robbins to shoot Oreo’s latest spot by Saatchi & Saatchi.
The mix of fun creative and the catchy Twist Lick Dunk tune threw up an amazing array of production options to follow and the result is a real mix of in camera, UGC, animation, all pulled together beautifully.
Robbins commented: "Directing this latest Oreo ad was one of those rare jobs where the brief actively invited us to play. We found we could get away with trying things out on the day and even after the shoot. We leaned into the silliness from the start, seeing how far we could push “twist,” “lick,” and “dunk” before things got a bit too strange (and at times, they definitely did). But that was part of the process, pushing ideas too far and then shaping them back into something that still felt joyful and accessible and above all FUN!
We always wanted the film to feel homemade to a degree, blending tactile typography, scrappy UGC energy, and everything our units could capture on the day. It was a long, intense shoot, three units running consecutively to pull it all off in one day, but it genuinely felt like a proper team effort, especially given how little time we had. Common People produced and facilitated the project seamlessly, Ramy Dance taking a unit for himself, and killing it, while we worked closely with the excellent and super collaborative creatives at Saatchi & Saatchi to make sure every idea landed in the right tone, while also giving us space to be spontaneous."
Credits
View on- Agency Saatchi & Saatchi/Los Angeles
- Production Company Common People Studio/Los Angeles
- Director Charlie Robins
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Credits
View on- Agency Saatchi & Saatchi/Los Angeles
- Production Company Common People Studio/Los Angeles
- Director Charlie Robins
- Executive Producer Ramy Dance
- DP Stephen Dunn
- Editor Adam Todhunter
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Credits
powered by- Agency Saatchi & Saatchi/Los Angeles
- Production Company Common People Studio/Los Angeles
- Director Charlie Robins
- Executive Producer Ramy Dance
- DP Stephen Dunn
- Editor Adam Todhunter
Robbins added: "A big part of achieving that tone came from Stephen Dunn as DOP, who brought a natural sense of fun to the camera, keeping movement loose and responsive, framing playful, and lighting nuanced without feeling overly polished. That approach helped everything feel immediate and human, never overworked. In the edit, Adam Todhunter pulled everything together beautifully, blending all the different elements into something that felt cohesive, energetic, and full of life.
The post was managed efficiently and experimentally by the wonderful Badberries. At the heart of it all was this idea of universal, ageless joy, something simple and nostalgic that anyone could connect with. Whether through the animated typography or the candid, user-generated moments, the aim was always to keep it spontaneous, inclusive, and genuinely fun something that feels as effortless as the twist, lick, dunk ritual itself.
EP at Common People Studio, Dance added: “One day, three units, 23 cast, 25 shots, multiple camera rigs, one very catchy track and a gazillion OREOs. A simple recipe on paper, but an incredibly ambitious production in reality. What made it work was the spirit of the whole team. Charlie brought exactly the right kind of playful control to the film, pushing the silliness without ever losing the charm. Jason produced it with serious calm under pressure, keeping a very fast-moving shoot beautifully on track. Jodie, Josh, Becca and Tom at Saatchi & Saatchi were brilliant partners throughout, giving us the trust and space to experiment while keeping the work firmly in the OREO world. It was fast, funny, messy, tactile and properly collaborative, which is exactly what the film needed to be.”
