Oreo has launched an animated campaign to spread the good will allegedly induced by its famous cookies, imaging their powers of turning fairytale monsters into peaceful and fun-loving friends.
Created by The Martin Agency, Wonderfilled includes two animated commercials (the 30-second by design agency Royale, and the 90-second by director Martin Allais) that ask the question “Wonder if I gave an Oreo to…”, followed by a series of mythical baddies, such as the wolf that blew down the piggies’ houses or a vampire.
Martin Allais’ 90-second clip, above, with Royale’s below.
Both commercials are set to an original track composed by the Martin Agency’s creative director Dave Muhlenfeld, and interpreted by music artist Adam Young, aka OwlCity. As part of the campaign there will be further ads in the future, in different styles but all from the starting point ‘wonder if…’. It marks a stylistic departure for the brand, and according to Allais it took nearly a year to get the idea approved from initial pitches in 2012.
The campaign is now full steam ahead, launching during Mad Men in the US last weekend. The accompanying campaign website also allows fans to download the catchy tune, and the brand also staged a capella performances of it in US cities to help it catch on.
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