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www.fastcocreate.com/3055621/adam-lambert-sings-for-oreo-in-new-global-ad-campaign

ADAM LAMBERT SINGS FOR OREO IN NEW GLOBAL AD CAMPAIGN
BY JEFF BEER

Global brand director Jennifer Hull talks about teaming with Lambert, and how the brand collaborates with artists.

At first glance, the new global spot for Oreo, with its whimsical animation and get-stuck-on-loop-in-your-head-for-the-rest-of-the-day jingle is exactly what you'd expect from the cookie brand. It's simple and it fits. But as easy as that sounds, even the most casual of ad watchers knows how often brands instead opt for convoluted and crappy.

The spot launches Oreo's new "Open Up" campaign, by The Martin Agency, which is rolling out in 50 countries and aims to convey the brand's message of people opening their hearts to those different from us. It's an extension of the brand's long-running "Wonderfilled" campaign that launched in 2013. The jingle is actually sung by Adam Lambert, the latest in an impressively eclectic list of artists the brand has worked with over the years, including Kacey Musgraves, Owl City, Tegan and Sara, and more.

Of course working with Lambert also seems like a no-brainer. He's a pop star with a huge social following and fan base (not to mention he just snagged an extremely high-profile role in the Rocky Horror Picture Show remake for Fox TV), but Oreo's global brand director Jennifer Hull says that the brand's criteria for working with artists goes beyond sheer popularity.

"We look for someone who exemplifies the trademark elements of Oreo—openness, curiosity, and play—and then what their unique approach can bring to the campaign with their voice and music," says Hull. "It’s a way to keep things fresh and relevant. We were looking for somebody who embodied the inclusive spirit of the campaign, but also the lyrics and spot have a great energy about them so we wanted someone who could deliver on that energy as well. We’ve followed Adam on his incredible journey from American Idol to now, so it’s clear he has a really strong following and we’re thrilled with the optimism, hopefulness and overall energy he brings to the campaign."



Lambert told Billboard he's always wanted to work on a jingle. "It was always this fantasy—wouldn’t it be such a treat to record a song for a TV commercial?"

The agency wrote the lyrics and Hull says Lambert collaborated in the studio to bring his own take to the work. "We write the lyrics before speaking with the artists, but a lot of the collaboration happens in the studio, in this case working with Adam in how he could bring these lyrics to life," says Hull. "He brought so much to the table and really delivered what we had ultimately had in our minds."



While Lambert's version will feature around the world, in some markets the lyrics will be adapted by a local artist as well. Emerging markets have played a key role in the brand growing from $2 billion in 2011 to $2.5 billion in 2014. Oreo's Top 5 most popular markets are U.S., China, Venezuela, Canada and Indonesia, followed by UK, Mexico, Spain, France, and India.

Gigs & Festivals ‏@gigsandfests 
Listen: Adam Lambert records new song for Oreo advert ow.ly/XgHWg

twitter.com/GigsandFests/status/689513972731609088


ADAM LAMBERT HAS RECORDED A SONG FOR AN OREO ADVERT.

Vocal powerhouse Adam Lambert has shown his sweet side by creating the soundtrack for the biscuit company’s new ‘Open Up With Oreo’ campaign.

Lambert told Billboard: “It was always this fantasy – wouldn’t it be such a treat to record a song for a TV commercial?”

“The mission statement really spoke to me. They’re encouraging people to look at our similarities as opposed to our differences, and that is in line with my philosophy.”

He added of the music: “I think it sounds [like] signature me. I got to go into the studio and suggest how I wanted it recorded. It was very collaborative and a really sweet idea. And we all love Oreo cookies.”

Lambert, who is currently touring his latest album ‘The Original High’, also admitted that when it comes to Oreos he is a “whole dunker”.

He added: “[I’m] A whole dunker – I’m a rebel that way. But I love the idea of opening it up and trying new things.”

Last week it was also confirmed that the prolific superstar had landed a role in a new TV adaptation of the Rocky Horror Picture Show. The singer will play the part of Eddie – originally played by Meat Loaf – in the remake of the 1975 film.

pinkloud
// The Light //
팬들이 후레쉬 이벤트 준비한거♡
넘 예쁘다.
The Light Event!@adamlambert
#현대카드컬쳐프로젝트 #현대카드컬쳐프로젝트20 #아담램버트 #아름다운분 #떼창 #adamlambert #악스홀 #adamlambertinseoul #thelight

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AdFreak ‏@adfreak 4m4 minutes ago
Oreo and Adam Lambert kick off the cookie's campaign about diversity and tolerance. adweek.it/20cqeNP

twitter.com/AdFreak/status/689526516162568192


Oreo and Adam Lambert Kick Off the Cookie's Campaign About Diversity and Tolerance 'Open Up' and be childlike again, says the brand By Tim Nudd
January 19, 2016, 2:04 PM EST

Oreo is the latest brand to take a stab at making the world a better place, as it launches a global campaign urging people to "Open Up" to new people and experiences—a message of diversity and tolerance delivered first in a 30-second spot with vocal by Adam Lambert.

That spot, called "Rolling Wonder," broke Monday. The campaign, which includes digital content, point-of-sale and global prizing, will roll out to more than 50 countries worldwide during the first half of 2016, Oreo tells AdFreak.

The idea of "Open Up with Oreo," created by The Martin Agency, is to urge people to open their hearts to those who are different and discover the similarities. The campaign is part of the larger global "Wonderfilled" platform that launched in 2013. (It's also slyly product focused, as many people "open up" their Oreos before eating them.)


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