Separating an Oreo cookie is a time-honored tradition, and the brand, along with David Neevel, Portland artist and Wieden & Kennedy employee, have created a nifty machine that makes Oreo separation a (relative) breeze.

The film is the digital activation for Wieden's "Cookie vs. Cream" campaign, which launched at the Super Bowl with "Whisper Fight," a spot that showed people in a library whisper-arguing over what the best part of the black-and-white cookie was. The agency will release more videos in upcoming weeks, featuring roboticists and tinkerers who will use their mechanical chops to make more interesting machines.