Kintsugi is the Japanese practice of mending broken pottery repair with visible “scars.” The Brazilian advertising firm Leo Burnett Tailor Made came up with the clever idea of selling tubes of Oreo frosting so that people could repair their broken Oreos in the same way. In the promotional video, the agency expresses that it hopes to convey that customers saddened by their broken Oreos can create a new narrative for their traumatized cookies.