OREO's two-flavor cookie reveal
A 16-second vertical product launch turns one cookie into a sensory reveal, then shows two new flavor packs.
Field notes / why it works
A single cookie and a short question hold the frame for two seconds before its 2.35-second turn and chocolate burst answer the setup visually. Seven internal picture changes move from ingredient texture to two variants and, at 12 seconds, readable packs without a hard cut. The simple 15-second sign-off coincides with the measured replay peak at 15.0–15.2 seconds.
Plate 01 / The format in one breath
A single floating product starts as a visual question, transforms into a tactile ingredient burst, then divides into two variants. Large, sparse headline cards carry the story before a short voiceover names the choices and the final pack shot makes the launch explicit.
Why it works
- At 0:00, “THINK I'M SWEET?” above one cookie creates a question that the 2.35-second chocolate burst answers visually.
- The reveal escalates in stages: dark filling at 2.35, “DARK SIDE” by 4.3, two variants by 10.5, then labeled packs near 12.3 seconds.
- The 15.0-second end card holds a single cookie and two-word brand line; YouTube's most-replayed interval is 15.0–15.2 seconds. The replay signal shows attention there, without proving why people replayed it.
Plate 02 / Format card
| Reference | |
|---|---|
| Platform · aspect · length | YouTube vertical · 9:16 · 360 × 640 source · 25 fps · 15.9 s |
| Pace | 1 continuous designed shot · 0 cuts/min · 7 internal picture changes, 26.5 changes/min · shot length 15.85 s |
| Script | 17 measured spoken words · 133 wpm overall, 154 while speaking · three short sentences, one question · first word at 6.4 s |
| Voice | One animated, medium-register commercial narrator; no visible speaker |
| On screen | Full-frame CGI-style product motion graphic: floating cookie, filling and ingredient pieces, two packages, end card |
| Captions | No continuous subtitles; oversized white headline cards and product labels carry selected ideas |
| Sound | Continuous tonal bed, roughly 121 BPM; measured −14.0 LUFS integrated, −5.1 dBFS true peak |
| Structure | Question → physical transformation → variant split → pack reveal → brand sign-off |
Pro / 13 plates + recipe
The first plates are open. The full dissection is Pro.
Get the timed shots, type and sound specs, and the runnable recipe.
Open the full blueprint- Plate 03 / The hook, frame by frame (first 3 seconds)Pro
- Plate 04 / Structure (beat sheet)Pro
- Plate 05 / Shot grammarPro
- Plate 06 / Visual style guidePro
- Plate 07 / Voice and deliveryPro
- Plate 08 / Sound designPro
- Plate 09 / PackagingPro
- Plate 10 / Script templatePro
- Plate 11 / Production planPro
- Plate 12 / PromptsPro
- Plate 13 / Edit recipePro
- Plate 14 / QA checklistPro
- Plate 15 / Make it yoursPro
- Recipe / runnable promptPro