Oreo is returning to the Super Bowl over a decade after its big game debut, according to a press release. The Mondelez International-owned cookie brand will run a 30-second spot in the second quarter of the Feb. 11 championship game as it looks to make a stronger marketing splash in 2024. Ad Age previously confirmed the news. 

The Martin Agency is developing the campaign, with production assistance from Hungry Man Inc. and PXP. Director Dave Laden will helm the commercial, though Oreo is keeping mum on the creative details. A promotional image attached to the release shows Laden as he reviews footage of a pair of hands connected in what appears to be a heart shape while holding an Oreo against a green screen.

“With this iconic ad, we’ll be kicking off a momentous 2024 for Milk’s favorite cookie, so be sure to stay tuned for more exciting things coming throughout the next year,” said Michelle Deignan, vice president of Oreo’s U.S. business, in a statement.

Oreo’s first Super Bowl appearance in 2013 proved memorable. The snack marketer ran an ad called “Whisper Fight,” created with Wieden + Kennedy, that depicted an increasingly intense argument that devolves into a chaotic brawl over whether the best part of an Oreo is the cookie or the cream, all done quietly in a library in an ironic twist. 

But Oreo’s standout moment of the night had nothing to do with its pre-planned TV campaign. Following the lights temporarily going out at the Mercedes-Benz Superdome in New Orleans, the brand tweeted “You can still dunk in the dark,” providing a bit of comfort and humor to confused fans checking their phones to see what was happening. The viral play is still discussed as a superlative example of an advertiser thinking fast on its feet and a watershed moment for the power of the second screen during linear viewing occasions. 

Recapturing that lightning-in-a-bottle quality will be difficult. X, formerly known as Twitter, has undergone changes under owner Elon Musk that have driven many advertisers away and diminished the app’s standing as a destination for real-time discussions. Oreo remains active on the platform, however, recently posting, “2024 is gonna be our year !!! watch this space.”