Hasta La Creative!

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 consumer’s 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 consumer’s 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, Inc.)
VP, Global Biscuit Category: Jason Levine
VP, Brand Strategy and Communications: Jill Baskin
Senior Director, OREO & Chips Ahoy!: Janda Lukin
OREO Global Brand Manager: Flavio Ackel
OREO Sr Associate Brand Manager: Kerri McCarthy

Agency: The Martin Agency
Chief Creative Officer: Joe Alexander
SVP/Executive Creative Director: Jorge Calleja
VP/Creative Director: David Muhlenfeld
VP/Creative Director: Magnus Hierta
VP/Group Planning Director: John Gibson
Strategic Planner: Gigi Jordan
EVP/Worldwide Acct Director: John Campbell
SVP/Group Acct Director: Darren Foot
VP/Account Director: Leslie Hodgin
VP/Account Director: Britta Dougherty
Account Supervisor: Molly Holmes
EVP/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
Managing Director: Devin Brook
Head of Production: Julie Shevach
Producer: Johnna MacArthur
Designer: Andrés Rivera
Designer: Jeffrey Welk
Designer: Jungeun Kim
Designer: Lindsey Mayer-Beug
Designer: Serge Kirsanov
CG Director: Russ Wootton
2D Lead: Mark French
Technical Director: Dan Bradham
3D Animator: Carmine Laietta
3D Animator: Jon Burke
3D Animator: Spyridon Serbos
3D Animator: Sam Crees
3D Artist & Cell Animator: Jeff Bryson
3D Artist & Cell Animator: Morten Christensen
3D Lighting: Michael Lampe
3D Lighting: Sylvia Apostol
3D Modeler: Atsuki Hirose
3D Modeler: Scott Denton
3D Modeler: Young Lee
3D Rigger: Jason Bikofsky
3D Rigger: Jonah Austin
2D Compositor: Jeen Lee
2D Compositor: Jeff (Dragon) Billon
Storyboard Artist: Fred Fassberger
Storyboard Artist: 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: Media Vest
Social: 360i