Ad of the Day: Oreo

Country singer Kacey Musgraves offers her own daydreamy take on the 'Wonderfilled' song

If Oreo's "Wonderfilled" song hasn't wormed its way into your head yet, allow Kacey Musgraves to try to rectify that.

The young country-music singer-songwriter from Texas delivers her own take on the catchy tune in "Daydream," a new spot from The Martin Agency that rolled out Monday. "Wonder if I gave an Oreo/To this cute guy that I used to know," she sings. "Would he have dumped his girlfriend/Typed that email and hit send/Would it not have ended like it did?/Would we now have kids?" (As in previous spots, the lyrics here were written by Martin's David Muhlenfeld, who also wrote the melody.)

The great thing about this campaign is its flexibility—the repeatable structure refreshes the campaign with each guest artist who's brought in. And it's not just the music but the animation, too. Here, Swedish illustrator Maria Raymondsdotter provides the charming visuals. Muhlenfeld told Adweek last month that the campaign is not intended to be purely animated—the Father's Day spot had live action mixed in, for example. But the cute song is clearly a good fit with cartoon imagery.

Musgraves is only 24, so it's unlikely she'd have five little Oreo-headed kids running around by now. But that's stretching for a flaw in a spot that really has none—another charming confection from a campaign that should keep bringing them for some time to come.


Client: Mondelēz International/Oreo

Global Marketing Communication: Jill Baskin

Brand Marketing Director: Janda Lukin

Brand Manager: Kristin Hajinlian

Senior Assoc. Brand Manager: Susan Burris

Agency: The Martin Agency, Richmond, Va.

Chief Creative Officer: Joe Alexander

Group Creative Director: Jorge Calleja

Creative Director: David Muhlenfeld

Creative Director: Magnus Hierta

Senior Art Director: Brig White

Planning Director: John Gibson

Managing Director Integrated Production & Design: Steve Humble

Senior Broadcast Producer: Kathy Lippincott

Senior Art Producer: Anya Mills

Broadcast Junior Producer: Caroline Helms

Group Account Director: Rich Weinstein

Account Supervisor: Laurel Busony

Account Executive: Molly Holmes

Project Manager: Chloe Bos

Senior Business Manager: Amy Trenz

Group Talent & Music Director: Juanita McInteer

Original Illustrations by: Maria Raymondsdotter

Music (performed by): Kacey Musgraves

Original Music and Lyrics: David Muhlenfeld (English Major, LLC)

Audio Post Company: ZMG (Nashville, Tennessee)

Creative Director/Composer: Russ Zavitson

Producer: Eric Hurt

Music Supervision: Wool & Tusk

Production Company: Hue&Cry

Associate Creative Director: Bryan Lee

Animator: Matt Deans

Animator: Ryan Musselman

Animator: Taik Lee

Animator: Andrew Prousalis

Animator: Timo Prousalis

Animator: Liam Ward

Senior Producer: Brian Creech

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