Kraft’s Nabisco Oreo cookies are simple: two round dark wafers with something creamy and white between them. Simple is good.

Now they’re getting complicated with a commercial for a fairly new product called Golden Oreo Double Stuf (one f).

There might even be a bilingual pun in the product name but I doubt it: or is the French word for gold. (In his movie The Jerk, Steve Martin tells us “Those French – they have a different word for everything!”)

Part of the campaign started about 9 months ago when the company got Eli and Peyton Manning (and then Venus and Serena Williams) involved in the Double Stuf Racing League (DSRL). Double Stuf Oreos have twice as much creamy white filling as normal Oreos, and the racing involves prising the wafers apart and licking the stuff as fast as you can. Great for kids whose table manners are supposed to be revolting, but it looks a little weird when grown up millionaires do it.

But now we have the golden cookies – tan, actually, with the same Double Stuf – and Eli and Peyton are joined in the DSRL by Donald Trump and Darrell Hammond, a Saturday Night Live Trump mimic gussied up to sort of look like The Donald. Their hair color is pretty close to the cookies’ color and Darrell comes across as a bigger version of Verne Troyers’s Mini-Me.

The idea, I guess, is a play on double Mannings and double Trumps (which must have caused indignation in Wrigley’s Doublemint gum department) and the current commercial focuses entirely on them talking but nothing they say makes any sense. We don’t see the cookies and the package appears only briefly, very briefly. At least we understood Wrigley’s “Double your pleasure, double your fun …”

At least 3 of the 4 guys involved are rich as sin so the commercial must have cost a fortune. And it’s confusing as hell. Apparently it’s supposed to be tongue in cheek but it’s about as funny as Ishtar.

Kids might know what’s going on which would be the whole point but how many kids know who Trump is or Darrell? Boys over thirteen, some Moms and a few girls might know who the Mannings are but the females are unlikely to be interested in a testosterone-fueled egofest like this.

Who’s the target? Is it worth the cost? Will it work? Who knows?

Give half of that budget to direct marketers and Golden Oreo Double Stuf packages would fly out of stores. I hope they do anyway. Who doesn’t like Oreos?