If Oreo's "Wonderfilled" song hasn't wormed its way into your head yet, allow Kacey Musgraves to try to rectify that.
The young country-music singer-songwriter from Texas delivers her own take on the catchy tune in "Daydream," a new spot from The Martin Agency that rolled out Monday. "Wonder if I gave an Oreo/To this cute guy that I used to know," she sings. "Would he have dumped his girlfriend/Typed that email and hit send/Would it not have ended like it did?/Would we now have kids?" (As in previous spots, the lyrics here were written by Martin's David Muhlenfeld, who also wrote the melody.)
The great thing about this campaign is its flexibility—the repeatable structure refreshes the campaign with each guest artist who's brought in. And it's not just the music but the animation, too. Here, Swedish illustrator Maria Raymondsdotter provides the charming visuals. Muhlenfeld told Adweek last month that the campaign is not intended to be purely animated—the Father's Day spot had live action mixed in, for example. But the cute song is clearly a good fit with cartoon imagery.
Musgraves is only 24, so it's unlikely she'd have five little Oreo-headed kids running around by now. But that's stretching for a flaw in a spot that really has none—another charming confection from a campaign that should keep bringing them for some time to come.
CREDITS
Client: Mondelēz International/Oreo
Global Marketing Communication: Jill Baskin
Brand Marketing Director: Janda Lukin
Brand Manager: Kristin Hajinlian
Senior Assoc. Brand Manager: Susan Burris
Agency: The Martin Agency, Richmond, Va.
Chief Creative Officer: Joe Alexander
Group Creative Director: Jorge Calleja
Creative Director: David Muhlenfeld
Creative Director: Magnus Hierta
Senior Art Director: Brig White
Planning Director: John Gibson
Managing Director Integrated Production & Design: Steve Humble
Senior Broadcast Producer: Kathy Lippincott
Senior Art Producer: Anya Mills
Broadcast Junior Producer: Caroline Helms
Group Account Director: Rich Weinstein
Account Supervisor: Laurel Busony
Account Executive: Molly Holmes
Project Manager: Chloe Bos
Senior Business Manager: Amy Trenz
Group Talent & Music Director: Juanita McInteer
Original Illustrations by: Maria Raymondsdotter
Music (performed by): Kacey Musgraves
Original Music and Lyrics: David Muhlenfeld (English Major, LLC)
Audio Post Company: ZMG (Nashville, Tennessee)
Creative Director/Composer: Russ Zavitson
Producer: Eric Hurt
Production Company: Hue&Cry
Associate Creative Director: Bryan Lee
Animator: Matt Deans
Animator: Ryan Musselman
Animator: Taik Lee
Animator: Andrew Prousalis
Animator: Timo Prousalis
Animator: Liam Ward
Senior Producer: Brian Creech