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

French electro-pop duo Yelle score first spot

Headshot of Tim Nudd

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.


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

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