Oreo Wonderfilled Campaign Tackles Cynicism

When Oreo launched its Pollyannishly optimistic “Wonderfilled” ad campaign recently, it chose to air it on AMC’s darkly cynical “Mad Men. ” Quoted in AdAge, Janda Lukin, director of Oreo at Mondelez International, Inc., says that the show’s adult audience is the demographic Oreo wanted to attract. “Kids already have a sense of wonder in how they see the world, but adults have to be reminded of that. The stories resonate with different people, but overall, it’s an adult campaign.”

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Breaking News: Murder, Cover-Up, Public Outrage, Riots…the Pigs Confess

The Guardian, the UK’s leading media organization, just launched a major brand repositioning campaign with a TV ad that reenacts how its “open journalism” approach works. Created by ad agency Bartle Boogle Hegarty (BBH) and directed by Ringan Ledwidge, the two-minute TV spot follows a breaking story of the Three Little Pigs being arrested in a police raid after boiling the Big Bad Wolf alive. It goes on to show how The Guardian coverage invites interaction with readers and internet users through the newspaper, website, blogs, tweets and video. Eyewitness reporting along with participatory analysis and opinions are facilitating an open exchange of information that has the potential to bring about real change — and The Guardian wants the public to know that it is leading the way.