The Martin Agency, Adam Lambert and Oreo Want You to ‘Open Up’

The Martin Agency launched a new campaign for Oreo, entitled “Open Up with Oreo” with a 30-second spot featuring an original song by Adam Lambert.

The animated spot, “Rolling Wonder,” debuted yesterday with a theme of embracing childlike wonder that is a natural progression of last year’s “Play With Oreo” campaign. This time around there’s also a message of inclusion and diversity thanks to the song by Lambert (capitalizing on what has been an advertising trend lately). The “open up” line in context communicates multiple meanings, arriving as a girl is opening up an Oreo while also implying being open to new people and experiences. Oreo launched a second video, from digital agency 360i, the rhyming “Introducing the Oreo Wonder Vault” (that would be where new flavors are created, naturally), which announces the return of the brand’s Red Velvet flavor and new arrival Cinnamon Bun while hinting that new flavors are on the way. Part of the larger “Wonderfilled” initiative launched in 2013, the campaign also includes digital content, point-of-sale and global prizing and, the brand told AdFreak, will roll out in 50 countries worldwide over the next six months. They added that, in addition to Red Velvet and Cinnamon Bun, a third flavor will debut soon that promises to be “unlike anything we’ve done before.” Pepperoni Pizza Oreos, anyone?