OREO’s continuous two-flavor reveal
A 16-second vertical CGI product reveal turns a familiar cookie into two chocolate variants before a package and slogan payoff.
Field notes / why it works
The first 2 seconds turn the cookie from its familiar embossed face to a chocolate-colored reverse, making the novelty visible before any narration. Ingredient motion and short headline cards refresh the single blue composition through 0:13, while the 0:14 package shot names both variants and the 0:15 simple sign-off matches the measured replay peak.
Plate 01 / The format in one breath
A familiar product floats against a saturated brand-color field. Its exterior turns to reveal a materially different interior; ingredient-like objects and two variants build around it, then the packages and a compact brand sign-off close the ad. The viewer understands the change visually before the announcer speaks at 0:06.2.
Why it works
- The first 2 seconds set up a simple before/after question: the front-facing cookie under “ORIGINAL OUTSIDE” turns to a chocolate-coated reverse (hook sheet, 0:00–0:02).
- The product stays central while chocolate drops, jars, swirls, and a second color variant create successive discoveries within the same blue canvas (0:02.3–0:11.9).
- The 0:14.0 package display names both flavors, and the 0:15.0 cookie plus “Stay playful” end card coincides with the most-replayed point at 0:15.0–0:15.2. The replay suggests interest at the sign-off; its cause is uncertain.
Plate 02 / Format card
| Platform · aspect · length | YouTube vertical · 9:16 · 360×640 · 25 fps · 15.9 s |
| Pace | One continuous designed shot, 0 detected cuts (0–3.8/min allowing one uncertain event at 0:02.0); two detected internal graphic steps, 7.6 picture changes/min; objects move throughout. |
| Script | 17 spoken words · 133 wpm across the whole film, 156 wpm while speaking · three short sentences · one question. |
| Voice | Animated, medium-register commercial announcer; speech starts at 0:06.2. No visible speaker. |
| On screen | 100% product motion graphic / rendered product close-up; no presenter or documentary footage. |
| Text | Short, stacked white headline cards and an end line; these are designed claims, not running subtitles. |
| Sound | Tonal music-like bed around 121 BPM (rough estimate); measured at about 3.6 dB below the speaking level; −14.1 LUFS integrated, −5.2 dBFS true peak. |
| Structure | Familiar exterior → material turn → two-flavor promise → playful question → package proof → brand end card. |
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