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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Directed by Filip Sterckx for a Belgian band named Willow, this music video for the song “Sweater” is a tour-de-force in 3-D projection mapping. Three projectors were used to beam backgrounds onto the floor and two blank walls, while the singer feigned movement by “strolling” on a treadmill. The video seamlessly takes the guy through multiple settings, down an escalator, across a park, on a boat and into the water with air bubbles rising from his scuba diving gear. Great concept, optical illusions and execution.