CarlNelsonFranceAdvertising: Oreo Launches ‘Play With Oreo’ Campaign, Rolls Out Red Velvet Oreos for Valentine’s Day

Tuesday, January 20, 2015

Oreo Launches ‘Play With Oreo’ Campaign, Rolls Out Red Velvet Oreos for Valentine’s Day

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 consumer's 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 consumer's 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, Inc.)

VP, Global Biscuit Category: Jason Levine

VP, Brand Strategy and Communications: Jill Baskin

Senior Director, OREO & Chips Ahoy!: Janda Lukin

OREO Global Brand Manager: Flavio Ackel

OREO Sr Associate Brand Manager: Kerri McCarthy

Agency: The Martin Agency

Chief Creative Officer: Joe Alexander

SVP/Executive Creative Director: Jorge Calleja

VP/Creative Director: David Muhlenfeld

VP/Creative Director: Magnus Hierta

VP/Group Planning Director: John Gibson

Strategic Planner: Gigi Jordan

EVP/Worldwide Acct Director: John Campbell

SVP/Group Acct Director: Darren Foot

VP/Account Director: Leslie Hodgin

VP/Account Director: Britta Dougherty

Account Supervisor: Molly Holmes

EVP/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

Designer: Andrés Rivera

Designer: Jeffrey Welk

Designer: Jungeun Kim

Designer: Lindsey Mayer-Beug

Designer: Serge Kirsanov

CG Director: Russ Wootton

2D Lead: Mark French

Technical Director: Dan Bradham

3D Animator: Carmine Laietta

3D Animator: Jon Burke

3D Animator: Spyridon Serbos

3D Animator: Sam Crees

3D Artist & Cell Animator: Jeff Bryson

3D Artist & Cell Animator: Morten Christensen

3D Lighting: Michael Lampe

3D Lighting: Sylvia Apostol

3D Modeler: Atsuki Hirose

3D Modeler: Scott Denton

3D Modeler: Young Lee

3D Rigger: Jason Bikofsky

3D Rigger: Jonah Austin

2D Compositor: Jeen Lee

2D Compositor: Jeff (Dragon) Billon

Storyboard Artist: Fred Fassberger

Storyboard Artist: Tung Chow

Assistant Editor: Tyler Byrnes