The Martin Agency Plays with Oreo

By Erik Oster 

The Martin Agency launched a new global campaign for Oreo, 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,” the brand explained to Adweek.

Coming on the heels of such playful efforts as 360i’s Halloween “Nomsters,” the new campaign is far from a dramatic shift for the brand. Indeed, the new ad keeps the “Wonderfilled” platform (and tagline) intact. The animated spot, set to an original tune by French electro-pop act Yelle, focuses on all the different ways consumers play with and tweak their Oreos. “It’s so easy to let your imagination go when you play with Oreo,” the song (and spot) concludes.

It comes across as a pretty natural evolution for the brand, building on previous “Wonderfilled” efforts as the brand sharpens its focus on imagination and play. The ad will make its U.S. broadcast debut — in both 15 and 30 second versions — next Monday, eventually airing in over 40 countries. In other Oreo news, the brand confirmed that Red Velvet Oreos will be released in time for Valentine’s Day.


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                                                                                                                                                                                                       Creative Director: Dennis C. Go
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

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: Media Vest
Social: 360i