Watch this: the amazing Oreo-separating machine

Cookie or creme? It’s a question that’s divided Oreo fans and households for decades, and it’s at the center of a brilliant new ad campaign from the blue-boxed cookie maker. Released on the heels of the company’s stellar Super Bowl campaign, the spot stars self-proclaimed “physicist” David Neevel — advertising creative and purported mastermind behind a complex machine that automatically removes divides and de-cremes any Oreo.