Oreo is pushing its new Thins brand with a campaign suggesting a more grown-up cookie.

“An Ode to the Forgotten Finger” – Oreo’s new 60-second video spot – starts as a playfully humorous examination of each finger’s role, before lamenting the lack of usefulness for the pinkie. Thankfully, Oreo Thins are here to give the pinkie something to do.

The pinkie’s life-changing new role? Standing high in the air with pride as its owner eats a new Oreo Thins cookie. The video – produced by 360i, Oreo’s digital marketing team – is narrated by the pinkie itself, which is grateful to finally have importance.

One minor issue I have with this spot is that the pinkie still isn’t doing anything. It is literally the only finger not being used to hold the cookie at the end of the spot. Isn’t that what the narration was complaining about all along?

In all seriousness, I get the idea that Oreo Thins are an attempt to break into a demographic that has outgrown traditional Oreos. On paper, the idea of presenting them as a high-society cookie – in a tongue-in-cheek fashion – is a good one.

Still, something about it just feels forced. I personally haven’t eaten an Oreo in years, and the fact that they’re now available in a different shape has in no way triggered cravings for them.

Oreo Thins are simply a gimmick, nothing more. Its sleek shape isn’t going to fool anyone into thinking they’re somehow a healthier snack option than before. You can just eat more of them now. Yippee.

I guess you could say that I’m not a big fan of processed cookie-food at any size.

Do not get me started about Mint Milanos.  They are my weakness.

Howard Davidson Arlington MA