Creativity

Oreo's Latest Separator is 'H.E.R.B,' the Resentful Robot

Wieden & Kennedy Portland premieres the last film in the series

Published on Mar 08, 2013

Editor's Pick

Meet H.E.R.B., a household helping robot that engineers at Carnegie Mellon University have been working on for seven whole years. And all that robotics and scientific knowledge has finally made him ready to take on the most onerous of tasks: separating an Oreo cookie from its creme.

Looks like the agency saved the best for the last: The fourth and final installment of the Oreo separator series from Wieden & Kennedy Portland features a two-armed, hearing and speaking robot with a British accent who tried a number of methods to separate the cookie, finally using a very familiary, human-esque method to do so. Hilariously, he even goes so far as to use a towel to scrape off any remnants. But is HERB, who prefers the creme, about to turn on the very people that made him? The film ends with him ominously patting, then clenching, the shoulder of one of the cookie-inclined profs at CMU -- the professor's grimace of pain is the last thing we see.

See all previous Oreo films on the right.

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About

Credits

Date
Mar 08, 2013
Agency:
Wieden + Kennedy Portland
CD:
Jason Bagley
Client:
Oreo
CD:
Craig Allen
Interactive Creative Director:
Matt O'Rourke
Copywriter:
Michael Illick
Art Director:
Croix Gagnon
Art Director:
Ruth Bellotti
ECD:
Mark Fitzloff
ECD:
Susan Hoffman
Agency Executive Producer:
Ben Grylewicz
Digital Director:
Pierre Wendling
Interactive Producer:
Robbie Veltman
Executive Interactive Producer:
Lori DeBortoli
Broadcast:
Felicia Glover
Broadcast:
Monica Ranes
Broadcast:
Jessica Staples
Studio Manager:
Rob Mumford
Prod. Co.:
World War Seven
Director:
David Shafei
Director:
Michael Illick
Exec. Producer:
Josh Ferrazzano
Line Producer:
Lauren Sweeney
DOP:
Peter S. Thompson
Post Prod:
World War Seven
Editor:
Brady Hammes
Post Prod:
Tom Engler
VFX:
W+K Motion
VFX Producer:
Michael Gersten
Titles/Graphics:
Albert Yih
Titles/Graphics:
Mike Weihs
Song:
Meow by Anamanaguchi

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