Oreo's new campaign

This new Oreo campaign is one good example of what is called a likeable ad. 

With the use of music, Oreo wants to reinforce the brand attitudes toward the world's best-selling cookie which can be nowadays found in more than 100 countries.

In this new campaign, dealing with emotional appeals, we discover "Wonderfilled" through the voice of Adam Young, the singer of Owl City. The goal of the use of music is to catch attention and to create an atmosphere described by Adam Young:

"They came to me with the idea of sharing wonder with the world, or making days brighter. And those themes are similar to what I'm drawn to, musically and lyrically."

In addition to the use of music, Oreo can also enjoy Adam Young endorsement who keeps telling in interviews that he is "an Oreo man":

"I'm being completely honest when I say that I've always loved Oreos. Whenever I go on tour, I always ask for them on my rider. Backstage, there's always Oreos... so, aside from the themes of the commercial, to me, it made sense to do this."

However, this ad can only seduce the customers who actually can stand the electro-pop music played by Owl City. Indeed, it seems that this "cheesy" song already has to face some critics on Twitter.

Léa Vinel