Oreo and Adam Lambert Kick Off the Cookie’s Campaign About Diversity and Tolerance

'Open Up' and be childlike again, says the brand

Headshot of Tim Nudd

Oreo is the latest brand to take a stab at making the world a better place, as it launches a global campaign urging people to "Open Up" to new people and experiences—a message of diversity and tolerance delivered first in a 30-second spot with vocal by Adam Lambert.

That spot, called "Rolling Wonder," broke Monday. The campaign, which includes digital content, point-of-sale and global prizing, will roll out to more than 50 countries worldwide during the first half of 2016, Oreo tells AdFreak.

The idea of "Open Up with Oreo," created by The Martin Agency, is to urge people to open their hearts to those who are different and discover the similarities. The campaign is part of the larger global "Wonderfilled" platform that launched in 2013. (It's also slyly product focused, as many people "open up" their Oreos before eating them.)

The work follows last year's "Play With Oreo" campaign, and retains similar themes about being childlike. "Open Up with Oreo" is based off the idea that children are naturally open, and only as we get older do we close ourselves off.

Also on Monday, the brand introduced the Oreo Wonder Vault, a fancifully imagined place where new Oreo flavors are dreamed up and stored. Two U.S. flavors of Oreo are being released this month: returning flavor Red Velvet, and new flavor Cinnamon Bun. A third limited-edition flavor is expected shortly that Oreo promises will be "unlike anything we've done before." 

@nudd Tim Nudd is a former creative editor of Adweek.