Oreo is auctioning cookies licked by U.K. pop star Lewis Capaldi

The brand is raising funds for charity in campaign via Elvis

Published On
Aug 21, 2019

Editor's Pick

Licking food that someone else is going to eat is usually regarded as gross (like this summer's incident when a video showing a Texas teenager opening a carton of Blue Bell in a grocery store, licking the ice cream and then putting it back on the freezer shelf went viral). 

But Oreo's latest campaign in the U.K. actually centers on someone licking its cookies—in this case, Scottish pop star Lewis Capaldi, who is currently on tour and is known for his quirky personality. 

The campaign, via agency Elvis, involves a video in which Capaldi is seen twisting, licking and dunking a pack of Oreo cookies and auctioning it on eBay, to raise money for charity. All proceeds are going to Nordoff Robbins, the U.K.’s largest music therapy charity.

It's part of an ongoing campaign by Elvis titled "Stay Playful" and the aim is to make the "Twist, Lick, Dunk" ritual famous for Oreo in the U.K. 

If you can't understand why anyone would pay for an item licked by another person, Marcus Aitman, senior creative at Elvis, explains it thus: “Lewis Capaldi has rocketed to fame in 2019. We like to think that his success is down to his playful, irreverent and funny personality (as well as his musical talent, of course)—which makes him a perfect fit for the Oreo brand. He already has a huge, obsessive fan base, and we’re delighted to give them something unexpected and unforgettable to get excited about.”

Credits

Date
Aug 21, 2019
Client:
Oreo
Agency:
Elvis
Media Agency:
Carat UK
PR Agency:
Golin
Agent for Lewis Capaldi:
Paradigm
Production Company:
Craft Films
Senior Creative:
Marcus Aitman
Senior Account Director:
Keelie Lynch
Account Manager:
Sasha Bachir
Creative Producer:
Louis Mason
Motion Graphics:
Bene Taser
Senior Brand Manager Mondelez:
Joanna Dias
Junior Brand Manager Mondelez:
Pippa Rodgers
Client Account Director:
Christopher Springall
Communications Planning Manager:
Anisha Doshi
Director:
Karen Shaw
Manager:
Dagmara Bandura
Producer:
Chris Davies
Director:
Adam Wimpenny

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