The ad's soundtrack, with lyrics about being playful, is sung by
Khalifa. Being an Oreo spot, it has cleaner lyrics than "Black and
Yellow" and his other hits.
Showcasing Khalifa in its marketing may help Oreo, already the
best-selling cookie, generate more buzz; the 10-time Grammy nominee
has millions of fans. Oreo hopes to also woo those fans Feb. 10 by
giving away Oreo music boxes. The Oreo X Wiz Khalifa
Limited-Edition Music Box is a mini "record" player in which the
record is an Oreo cookie. Oreo plans to give them away on its
The mini turntables are similar to those it sold in 2018, which
played other Oreo music when cookies were placed
on the device.
It's the latest celebrity tie-in for Oreo, which, among other
things, featured Shaquille O'Neal, Christina Aguilera and soccer
star Neymar in a campaign two years
ago. Oreo isn't the only established snack brand hoping the use
of musicians gives it an edge in 2019. Doritos featured Chance the
Rapper and the Backstreet Boys in its Super Bowl commercial.
Oreo released a 15-second version of the commercial on Thursday.
The 30-second version in the Grammys marks the brand's first spot
during the awards show since 2014.
The campaign comes from the Martin Agency.