Oreo has launched a TV advert featuring rapper Whiz Khalifa and his son, who are reminding viewers to take joy in playfulness. By appearing in a spot with his son, Khalifa's partnership with Oreo feels authentic from a brand perspective, as well as a depiction of modern fatherhood. We explore the insights behind the ad and why a father and son relationship has been used to celebrate parental joy.
Oreo has released a TV spot featuring rapper Wiz Khalifa called 'Stay Playful'. the 30-second TV spot will debut in the 2019 Grammy Awards and was created by The Martin Agency. It features Khalifa playing with his five-year-old son Sebastian while eating the black and white biscuit, backed by the soundtrack of his new single. The full version of the song will be released on a limited-edition 'Oreo Music Box' – a miniature record player powered by Oreo cookies. "Releasing a song on a cookie is crazy," Khalifa told Hot New Hip Hop. "It’s good for the kids, it’s good for everybody but it’s also just super cool – it’s fun to see."
Oreo's use of fatherhood as a vehicle for celebrating playfulness is likely to appeal to the 74% of Gen Y fathers who think advertisers and marketers are out of touch with modern family dynamics, and the 80% of dads who think a "real man" is one who's comfortable expressing his feelings. The advert's depiction of Khalifa and Sebastian will also hit a high note with fans of both brands who want to see celebrity endorsements that share their values. Disney is following a similar course, by changing the role of the father in its marketing to be more sensitive, engaged and caring.
Matt McEvoy is the deputy editor at Canvas8. In a former life, he was a journalist working in the sports, music and lifestyle fields.
