Latina pop star Becky G headlines a cute Oreo commercial that features three generations of her family and breaks during Thursday night's Latin Grammy Awards.
The singer's shown on the road, video-chatting with loved ones including her parents, both sets of grandparents, two brothers and a sister.
Do they power-dunk the sweet, sweet Oreo cookies? Does Becky G. perform an original reggaeton track about the value of family? See for yourself in the ad below:
Part of the Mondelez brand's "Stay Playful" platform, developed with The Martin Agency, the work follows a well-received Grammys spot that broke back in February starring Wiz Khalifa and his son.
For this ad, the script originally called for just Becky G and one of her brothers, and the team had planned to cast extras—until the singer herself intervened.
"It was actually Becky's idea to bring in the rest of her family, which was an incredible twist of events that lead to a richer story," says Oreo brand director Justin Parnell. "Given that she spends so much of her time away from her family, using their favorite cookie as a metaphor for connection felt special and authentic to her story and her family's relationships."
The spot breaks during the live Latin Grammys telecast on Univision. "We wanted to show up during a culturally relevant event that speaks to this community's love and celebration of music," Parnell says. "We also know the value placed on family is an important part of Hispanic culture, and we made sure that the creative portrayed family connections in a genuine way."
He adds: "Our hope is that the spot will resonate most with the Hispanic community, but at the end of the day, the playfulness and family connections shown will likely be relatable to all audiences."
Client: Mondelez International/Oreo
Senior Director, Oreo Brand Equity: Justin Parnell
Global Brand Head, Oreo Equity: Nitin Saini
Associate Director, Oreo Brand Equity: Marion Delgutte Saenen
Senior Brand Manager, Oreo Brand Equity: Mariama Boamah
Agency: The Martin Agency
EVP/ Chief Creative Officer: Karen Costello
Associate Creative Director: Devin Heatley
Associate Creative Director: Brittany Tooker
SVP/ Head of Integrated Production Tasha Dean
SVP/ Executive Producer: Brett Alexander
Producer: Maggie Weishaar
SVP/ Global Account Director: Britta Dougherty
Account Director: Liz Valentine
Account Executive: Claire Brown
Project Manager: Katie Hanson
Business Affairs Manager: Emily Goodman
Financial Affairs Manager: Missy Walker
Production Company: Radical Media
Director: Dave Meyers
DP: Scott Cunningham
Producer: Steve Fredriksz
Executive Producer: Jim Bouvet
Executive Producer: Frank Scherma
Head of Production: Cathy Dunn
Editorial Company: Mondial
Producer: 2006 E Franklin Street, Suite 102
Editor: Nick Wurz
Assistant Editor: Lane Maloney
Telecine Company: Company3
Colorist: Stefan Sonnenfeld
Finishing Company: RWS Post
Flame Artist: Chris Hagen
Audio Post Facility: Rainmaker Studios
Engineer: Mike O'Connor
Original Music: Massive Music
Vocals: Becky G, RCA / Sony Entertainment