Oreo introduces the 'Say It With Oreo' AI ad with Farhan Akhtar
The brand campaign brings together the wit of Farhan Akhtar, Artificial Intelligence, and OREO to generate playful responses for the times you can find one for yourself
Sumit Rawat
In collaboration with Farhan Akhtar and AI text and voice engines, Mondelez International's Oreo has created a new campaign, 'Say It With Oreo,' to help you conquer witty blues and turn mute circumstances into playful ones. The campaign 'Say It With Oreo' was created to bring to life OREO's brand strategy of 'Stay Playful' and leverages the insight that everyone, from youngsters to adults, might benefit from a little touch of humor to break through the seriousness of their daily talks.
This campaign, created by Leo Burnett India, uses generative artificial intelligence to develop playful answers, which are then sent to a voice cloning AI engine, which plays back the answer in Akhtar's voice.
The campaign begins with an advertisement for 'Voice of OREO,' to which Farhan Akhtar answered, and is followed by a pitch from an OREO representative, which was captured on film and released on digital media. This was followed by the release of six short films demonstrating the capabilities of the 'Say It With Oreo' platform.
"Since its launch, OREO has always tried to build stronger connections in families and in culture, through its' 'Stay Playful' purpose and platform," said Nitin Saini, vice president, Marketing, Mondelez India. 'Say It With Oreo' takes it a step further by enabling individuals to use technology to cut through the seriousness of adulthood and recapture the thrill of unconstrained, lighthearted discussions. We are optimistic that this campaign's distinctive and original approach will resonate with, connect with, and assist develop levity in everyday dialogue!"
Furthermore, OREO has developed limited-edition packets of cookies embossed with the letters of the English alphabet. Each pack also includes a QR code that, when scanned, redirects the customer to a microsite http://www.sayitwithoreo.in where consumers may share the difficult circumstance they are in and receive a personalized voice message including a witty and playful response prepared by Farhan Akhtar.
