Wondrous Oreo icing-removing machine uses an axe to de-cremify

Make has the story of physicist David Neevel's Oreo-creme-removing device, which is rather a wonder:

His OSM (Oreo Separator Machine) was conceived and shown at Portland’s Mad Dog Garage, and the process goes something like this: The Oreo is placed on a tray, flipped vertically and cleaved in half by a motorized, ridiculously over-engineered hatchet. Aluminum arms then receive the halves and transfer them to a Dremel-based CNC machine, which obliterates the cream and presents it to the user for consumption.

David made a lot of sacrifices in making this, such as “try[ing] to find a good sandwich in this part of the city and stuff.” Regarding his robot, David also adds, “I don’t have a catchphrase, but if I had one, it’d be something like ‘Let’s get that cream out of there.’”

Machine Scrapes Oreos Clean of Cream [Michael Colombo/Make]


  1. I’m pretty sure that western civilization has nothing more to offer after this.

    This is the high point, it’s all down hill from here.

  2. On the one hand, this is totally cool. On the other hand, why doesn’t he just buy/bake chocolate biscuits?

    1. Looks like it would work OK on those. There might need to be a slight adjustment of the distance between the two flipper paddles.

    1. I feel the same way. The very obvious product placement, the way the blue packaging is the brightest thing in the video, the way he said “Oreo” ten thousand times…not as cute to me as someone obviously intended it to be.

  3. Sadly, like so many seemingly great things, this is viral marketing. A little googling shows that Mr. Neevel works at Wieden + Kennedy in Portland. One of their clients is Oreo.

    Still an awesome contraption and funny video, just a little less enjoyable I think.

    1. Ah, I thought something was off. To think that Neevel was playing up the dry hipster ‘physicist’ that much was so irritating I couldn’t watch the whole thing.

    2. It’s sad, because if they just said up-front that it was sponsored by Oreo it would be less insulting. That they try to pass this off as something else makes it stick in my craw; much like a waxy, cardboardy Oreo cookie.

      1. Absolutely agreed. I still think it’s a cute video, but they should have been honest about it.

        That said, I may have found it less funny if I had known that it was all probably scripted by a roomful of writers.

          1.  Perhaps there was a Harrison Ford moment when the test-reading the script got the actual part? *probably wishful thinking*

        1.  Well that begs the question, how many of us followed the link over to youtube, and how many of use watched it imbedded on BoingBoing or Make?

    3. I’ve known David since he was in WK12, and if you check out his personal art at  http://dickbird.org/ you’ll see he makes crazy stuff without the help of ad dollars.  He’s a rad and often-laughing dude, and is playing up the deadpan role just for this vid. 

  4. I. Just. Don’t. Even.

    Don’t like the creme…I can’t even process that.  I literally take double stuffs apart and create a quad stuff.  In fact I’ve been known to go bigger than that.

    Wasting all that creme, when you could be harvesting it and selling it on ebay.

  5. one of my neighbors works for W+K (weed and kennebunkport as it is known) and is probably responsible for this fake ‘cool’ video. if so,   i’ll ask him to come up with a viral video for a shin-kicking machine with him as the test subject.

  6. What a nerd! May I suggest paying some kids to separate your cookies so you can spend time with your dog & GF. All that effort just to eat some shitty GMO-filled crap cookie is silly. You’d be better off baking your own.

    1. Ah, but the effort isn’t for the cookies; it’s for the $$ from the cookie company.

      I thought there was a bit of a bum note; the slickness of the vid versus the crappiness of the machine.

      1. We ARE still talking about Oreos, right? IMO, we were all born with the perfect Oreo Separator and de-cremer ever invented.

    2. >May I suggest paying some kids to separate your cookies

      That would be the Mechanical Turk.

      Srsly, can’t we get some micropayments for people to do small, manual things?

      Problem: delivery. dang.

  7. Needs more work. The useless ‘chocolate’ bits should be catapulted away, whilst the useless ‘cream’ should be catapulted away.

    Catapults make everything better.

  8. I thought something seemed off. Mostly it came down to the construction style being… inconsistent is the best word I can think for it. Like it was deliberately designed with crappy parts where that could be gotten away with.

    1. Yeah the little router setup was completely out of place. It would have been better if he had gone all “Red Green” with a Sawzall.

        1. I’d been searching my soul for a way to accurately describe that switch, and I fear the Bard himself couldn’t have improved upon your succinct, evocative description.

  9. Are you people who are bitching about this video serious? Was it that you wanted to save others from naively trusting a video that might make them give 5 dollars to a company with a hugely popular snack under false pretenses, or was it just that the big, bad advertising company tricked you and it hurt your feelings? The video was funny, clever, and all around entertaining and you feel cheated because you were subtly prompted to buy a cookie?

  10. It’s posted by the Oreo account, and says “Oreo” at the beginning!  You can’t get any more honest than that, do you want them to put a flashing black and yellow banner at the beginning that says “THIS IS ADVERTISING?”  Sheesh people.  [throws up hands]

    Edit: Besides, I this is an enjoyable video, so it seems that they’re giving us what we want despite it being advertising. XKCD to the rescue:


    1. It is certainly an enjoyable video, and I don’t think that anyone was unaware that it was affiliated with/sponsored by Oreo. However, this is presented as a mini-documentary of a maker and his invention and not as an advertisement. It is chock full of details like the building name, location, maker’s profession, relationship status, love for sandwiches, etc. These details are meant  to give this video authenticity (read: honesty) and to put the viewer, who may already be skeptical that this is an ad based on its affiliation with Oreo, at ease. A viewer who is at ease is going to think less critically and be more susceptible to an advertisement.

      None of this is new, but we are approaching a point wherein so much viral “content” is now heavily manipulated advertising, that it becomes hard to view anything as an honest, non-commercial, moment to be enjoyed. That is fine, but it it also a cynical reality, and opposing it isn’t a sign of naivete it is a symptom of frustration.

      As to your point about a banner saying “THIS IS ADVERTISING,” I would suggest that this would be fitting with the normal way that BoingBoing is run. Typically when there is a sponsored post/ad it is clearly labeled, in bold letters, as advertising. In this case, this advertisement was presented as real content about a physicist/maker and his cool invention. In other words, Oreo got to put a free 4 minute ad on BoingBoing, and thousands of us watched what we would normally just scroll past had it been marked as an ad.

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