Oreo Wonderfilled

It’s been a while since a campaign has made me stop in my tracks and take a second look, but Oreo’s new “Wonderfilled” campaign by Martin Agency did just that. Although the creative brand strategy doesn’t stray far from Oreo’s tried and true “people coming together when they share an Oreo”, the execution is so unique, it gives the brand a much-needed shot of adrenalin. Fueled by the images of Barcelona-based animator Martin Allais and a tune performed by Owl City’s Adam Young, the spot stands out in the sea of traditional live action advertising. The campaign also launched with a series of flash mob sing-alongs that will form part of a Vine social media extension. What’s even more surprising is that the spot is in essence one long product demo like many of Oreo’s past television spots, and yet it sidesteps all the usual pitfalls of this traditional approach, to create something that is entirely entertaining and magical. (Last year’s “Moving Day” spot seems treacle sweet by comparison). This is testament again to the truth that sometimes taking a big creative risk can have a huge pay-off. I defy anyone to feel cynical or jaded after they watch this spot – at least for a few minutes.

peter g