Lots of big brands are all about distilling their essence down to a single basic universal theme. For Coca-Cola, it's happiness. McDonald's is trying to go with loving. And now Oreo is zeroing in on the concept of play—in new ads and in consumers' lives.
The Mondelez brand on Tuesday launches a new campaign (still under the "Wonderfilled" platform) called "Play With Oreo." "Fans have always played with Oreo in a number of unique ways by twisting, licking, dunking, rolling, stacking and dipping the cookie. Now, the brand is on a mission to inspire imagination and play around the globe, not only with the cookie itself, but in consumers' everyday lives," Oreo tells us.
We'll see how that plays out. The campaign begins with a new animated "Wonderfilled" commercial from The Martin Agency featuring music by the French electro-pop duo Yelle. The ad, which breaks next Monday in the U.S. in 15- and 30-second formats, will run in more than 40 countries, including China, the U.K., Indonesia, France and Argentina.
Also great news for Oreo fans: Just in time for Valentine's Day, the brand is rolling out Red Velvet Oreos with cream cheese-flavored centers—the first new Oreo cookie flavor since the debut of the Golden OREO. They hit store shelves on Feb. 2 for a limited time, or you can visit OREORedVelvetRope.com for a chance to get an early taste.
Credits for the TV spot below.
CREDITS
Client: Oreo, Mondelez International
Vice President, Global Biscuit Category: Jason Levine
Vice President, Brand Strategy and Communications: Jill Baskin
Senior Director, Oreo and Chips Ahoy: Janda Lukin
Oreo Global Brand Manager: Flavio Ackel
Oreo Senior Associate Brand Manager: Kerri McCarthy
Agency: The Martin Agency
Chief Creative Officer: Joe Alexander
Senior Vice President, Executive Creative Director: Jorge Calleja
Vice Presidents, Creative Directors: David Muhlenfeld, Magnus Hierta
Vice President, Group Planning Director: John Gibson
Strategic Planner: Gigi Jordan
Executive Vice President, Worldwide Account Director: John Campbell
Senior Vice President, Group Acct Director: Darren Foot
Vice Presidents, Account Directors: Leslie Hodgin, Britta Dougherty
Account Supervisor: Molly Holmes
Executive Vice President, Managing Director Production, Development: Steve Humble
Producer: Heather Tanton
Junior Producer: Maggie Shifflett
Group Project Management Supervisor: Giao Roever
Business Affairs Supervisor: Juanita McInteer
Production Company: Brand New School
Executive Creative Director: Jonathan Notaro
Managing Director: Devin Brook
Head of Production: Julie Shevach
Producer: Johnna MacArthur
Designers: Andrés Rivera, Jeffrey Welk, Jungeun Kim, Lindsey Mayer-Beug, Serge Kirsanov
Computer Graphics Director: Russ Wootton
2-D Lead: Mark French
Technical Director: Dan Bradham
3-D Animators: Carmine Laietta, Jon Burke, Spyridon Serbos, Sam Crees
3-D Artists, Cell Animators: Jeff Bryson, Morten Christensen
3-D Lighting: Michael Lampe, Sylvia Apostol
3-D Modelers: Atsuki Hirose, Scott Denton, Young Lee
3-D Riggers: Jason Bikofsky, Jonah Austin
2-D Compositors: Jeen Lee, Jeff (Dragon) Billon
Storyboard Artists: Fred Fassberger, Tung Chow
Assistant Editor: Tyler Byrnes
Music Composition, Lyrics: David Muhlenfeld, English Major
Music Production, Mix: Duotone
Engineer: Aaron Mirman
Producer: Lissa Farquhar
Executive Producer: David Leinheardt
Final Master: The Lodge
Voiceover Talent: Yelle
Music Supervision: Aaron Mercer, Wool & Tusk
Public Relations: Weber Shandwick
Media: MediaVest
Social: 360i
