The fourth installment of the Oreo Separator Machine series has appeared online; however, I am less than excited this time around. The video introduces HERB, the Home Exploring Robot Butler, who has been programmed by Carnegie Mellon University’s Robotics Institute to assist humans with vital needs – in this case, the separation of an Oreo. The Cookie vs. Cream campaign from ad agency Wieden + Kennedy’s Portland division previously witnessed the ingenuity of David Neevel, Barry Kudrowitz and Bill Fienup, and DENTAKU, but this is the first time when a non-human strives for perfect Oreo separation. Even though it stars a robot, the video is not as remarkable as I had hoped as the unnecessarily-dramatic humor has somehow lost its touch.
Out of curiosity, however, watch the video to discover which side the machines are on: