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 consumers' 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 consumers' 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 Vice President, Global Biscuit Category: Jason Levine Vice President, Brand Strategy and Communications: Jill Baskin Senior Director, Oreo and Chips Ahoy: Janda Lukin Oreo Global Brand Manager: Flavio Ackel Oreo Senior Associate Brand Manager: Kerri McCarthy Agency: The Martin Agency Chief Creative Officer: Joe Alexander Senior Vice President, Executive Creative Director: Jorge Calleja Vice Presidents, Creative Directors: David Muhlenfeld, Magnus Hierta Vice President, Group Planning Director: John Gibson Strategic Planner: Gigi Jordan Executive Vice President, Worldwide Account Director: John Campbell Senior Vice President, Group Acct Director: Darren Foot Vice Presidents, Account Directors: Leslie Hodgin, Britta Dougherty Account Supervisor: Molly Holmes Executive Vice President, 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 Designers: Andrés Rivera, Jeffrey Welk, Jungeun Kim, Lindsey Mayer-Beug, Serge Kirsanov Computer Graphics Director: Russ Wootton 2-D Lead: Mark French Technical Director: Dan Bradham 3-D Animators: Carmine Laietta, Jon Burke, Spyridon Serbos, Sam Crees 3-D Artists, Cell Animators: Jeff Bryson, Morten Christensen 3-D Lighting: Michael Lampe, Sylvia Apostol 3-D Modelers: Atsuki Hirose, Scott Denton, Young Lee 3-D Riggers: Jason Bikofsky, Jonah Austin 2-D Compositors: Jeen Lee, Jeff (Dragon) Billon Storyboard Artists: Fred Fassberger, 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: MediaVest Social: 360i

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

French electro-pop duo Yelle score first spot

Tim Nudd

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