Mondelez Oreos

Ad:
This TV commercial for Oreo cookies featured an animated sequence where a big bad wolf, three little pigs and a Count in a lonely turret undertook a journey to a catchy jingle about sharing Oreo cookies.

Where it appeared:
On television in 2013.

The community said:
The advertisement breaches the relevant code, and uses themes of adventure, animation and recognisable fairy-tale characters to target children with advertising for a product that is not a healthy choice.

What the advertiser said:
"While the ad ustilises animation, all characters that are depicted within the ad are heavily stylized..."

"The pace of the ad moves the view very quickly through abstract scenarios which would be difficult for young children to comprehend."

What the Advertising Standards Board said:
The complaint was initially dismissed by the Board. The complainant requested independent review and the reviewer returned the decision to the Board for reconsideration. Upon reconsideration it was found the imagery was similar to a number of cartoon programs that are directed to non-pre-school children and broadcast in children's viewing times."

OPC discussion:
The advertiser discontinued the ad in Australia.

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