Oreo Separator: Physicist David Neevel Creates Machine To Separate Cookie From Crème In Latest Viral Ad [VIDEO]

Physicist David Neevel has created an Oreo separator as part of the brand's latest viral campaign.

According to Mashable, Oreo recent started a "Cookie versus Crème " campaign that encourages fans to indicate which part of the famous cookie they enjoy best. The company also launched an ad during the Super Bowl that featured an all-out brawl over this debate.

Now it seems the brand has taken the next step.

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

Thus, the company searched for four fans with the experience needed to create an Oreo separator. The first of these builders was introduced to the public in a video earlier this week.

In the clip, physicist David Neevel from Oregon reveals that he has created his machine purely because he dislikes the crème part of the Oreo. He also discusses his difficulty working in a cold environment, which made the crème stick to the cookie even more than usual.

Neevel then demonstrates his invention, which sandwiches the cookie between two panels and then drops a hatchet right between the two cookies. It also uses dental floss to prevent the cookies from sticking to the blade. The machine then brings the halves over to a separate tray, where the remaining crème is scraped off.

"I don't have a catchphrase for my machine, but if I did have one I guess it could be something like 'Let's Get That Creme Outta There,' or like, 'This Creme's No Good, Get it Off the Cookies,' Neevel concluded, per The Epoch Times.

Neevel also described the commitment involved in creating an Oreo separator machine.

"I didn't get to see my girlfriend or my dog for hours at a time, sometimes." Neevel said, per UPI. "And I had to try to find a good sandwich in this part of the city. There were a lot of sacrifices, I guess."

This Oreo separator ad is just the latest viral campaign from the cookie giant. During the aforementioned Super Bowl, the company tweeted a picture of an Oreo during the infamous blackout. The photo, which included the caption, "You can still dunk in the dark," quickly spread around the Internet.