Creme-hating physicist builds Oreo separator machine in new viral video campaign

Known for clever, zeitgeist-y online marketing like the "Daily Twist," Oreo has turned to four inventors to create machines that separate Oreo cookies from the creme as part of the company's new social media marketing campaign.

"It's a basic human desire to separate an OREO cookie. Humans love either cookie or creme. And sometimes a man just needs to invent a machine to do the hard work of separating the two," the video's caption reads.

Their first inventor is from Portland, Ore., as his mustache indicates, who developed a hatchet-wielding robotic device to separate his Oreos.

"My Oreo separator machine is entirely based on the dislike of creme and preference for cookie," Dr. David Neeval explains in the video.

“I didn’t get to see my girlfriend or my dog for hours at a time,” Neevel says. "There were a lot of sacrifices, I guess."

The videos are part of Oreo's "Cookie vs. Creme" campaign, which has also asked cookie-eaters to share photos of objects that can be shaped into cookie or creme structures. They're now working on videos as a way to increase engagement on the company's YouTube page.

"We know Oreo fans use their hands to separate the cookie from the creme, but wanted to take this ritual one step further by creating a device that does it for you," Oreo brand director Janda Lukin told Mashable.