Ad Nut
Apr 13, 2016

Oreo and Carat try to create a dance sensation with 'Open up'

From Southeast Asia: 'Open up dance video', for Oreo by Carat

Oreo and Carat try to create a dance sensation with 'Open up'

Oreo and Carat have followed up on last year's 'Wonderfilled' music video with a remixed version in a video that brings together a bunch of young content creators that Ad Nut is too old or out of touch to be aware of. 

For the record, the participants here are:

  • Dancers: Philippine Allstars (Lema Diaz, AC Lalata, Vince Mendoza), Khef Khenobu, Maybelline Wong, Rita Jo and Semmy Blank
  • Graffiti artist Dee Jae from the Philippines
  • DJ Blastique from Malaysia, who did the remix of the original 'Wonderfilled' music, which was by GAC, Zee Avi and Up Dharma Down. 

On the playlist Ad Nut has embedded above, you can also find a tutorial for the 'Open up' dance, which, we're told, is influenced by traditional dances from Philippines, Indonesia and Malaysia, mixed with street style. 

Time for some quotes!

Bryan Rakowski, marketing director, Asia Pacific, Mondelez International:

Oreo is excited to launch the follow-up to our music content series from late last year with this new collaboration between artists, dancers, and a DJ. We felt like it was a great opportunity to really localize our ‘Open Up with Oreo’ global program using talent and cultural insights from three of our biggest and most important markets in Southeast Asia: Indonesia, Malaysia, and the Philippines. Our relationship with the Carat Content team has really started to blossom and we can’t wait to see what’s next for Oreo.

Adam Bow, head of content, Carat Asia Pacific:

We are really happy with the creative work and the journey to change the perception that Oreo is just for kids across Southeast Asia. We’ve been able to develop content that resonates with millennials and develop a platform which positions Oreo as a credible provider of music and culture. Our team is inspired working with such talented artists across the region and with our client’s fearless marketing approach.

Ad Nut seems to lack the proper coordination (or physiology?) to do the 'Open up' dance, but enjoys the spectable nonetheless. And the 'Wonderfilled' videos from last year have impressive view numbers, so Mondelez and Carat seem to know what they're doing here.

Ad Nut does find it a little odd that the video begins with Oreo sending the dancers and artists little notes that ask them to "co-create" with the brand. Is that how young people talk these days? Isn't a little bit of media-industry jargon?


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