Oreo invites SEA artists to sing along

Carat has created and produced a music video for Mondelēz International’s Oreo brand, featuring favourite local music stars from Malaysia, Indonesia and the Philippines.

Oreo invited Malaysian singer-songwriter Zee Avi, Filipino pop-rock band Up Dharma Down (UDD) and Indonesian vocal group Gamaliel Audrey Cantika (GAC) to collaborate together on a unique song.

(The video window below will play a version with all three artists, followed by individual takes on the song by each artist.) 

The music video targets millennials and plays into the brand's wider ‘Wonderfilled’ campaign, which launched across Southeast Asia earlier this year. The video has more than 2 million views on YouTube in its first two weeks.

Ad Nut approves of this campaign—and Oreo's taste in music—and hopes to see more brands becoming patrons of the arts, especially local talent in markets where they hope to endear themselves to consumers.

Ad Nut will neither confirm nor deny that singing along to the song occurred while watching the music video.