Tegan & Sara Teams With Oreo for Original Song to Debut in GRAMMY Commercial: Exclusive

Tegan and Sara photographed at Lollapalooza, Chicago, IL, August 4, 2013

Kate Glicksberg

Indie rock duo follows in the footsteps of Kacey Musgraves, Owl City with Oreo deal

Tegan & Sara will be the latest voices of Oreo’s Wonderfilled original jingle campaign via a commercial that will premiere during this Sunday’s GRAMMYs. The power-pop sister duo follow in the footsteps of previous Wonderfilled singers Kacey Musgraves, Chiddy Bang and Owl City.

Tegan & Sara’s commercial will double as a launch spot for Oreo’s new limited-edition flavors, Cookie Dough and Marshmallow Crispy Oreo Cookies, which arrive in stores next month. A one-time only, top-secret hashtag will be featured at the end of the GRAMMY commercial offering the fastest-thumbed fans on social media the chance to get a first taste of the new cookies. Oreo has teamed with social-conversion platform Chirpify to implement the action-oriented hashtags.

Like the artists previously heard in Oreo’s Wonderfilled campaigns, Tegan & Sara did not write their jingle. However, a team of copywriters at The Martin Agency have worked closely with each artist to write a song that best represents their respective musical style -- and sometimes even inspired by it.

“Someone on our team was listening to Kacey Musgraves a lot, and we heard her track ‘Merry Go Round,’ fell in love with it and started to get excited about the idea of having her perform our Wonderfilled song,” Dave Muhlenfeld, VP-creative director at The Martin Agency told Billboard last summer. “She had such a unique, fresh kind of style, and she seemed like a natural storyteller. We’re always looking to find the right artists across different genres who can help tell our stories.”

Oreo is one of many brands debuting music-themed commercials during this weekend’s GRAMMY telecast, which airs on CBS at 8 p.m. ET. As Billboard previously reported, Bud Light Platinum will unveil its new EDM-focused campaign “Turn Up Your Night” featuring an original song from Interscope DJ-producer Zedd. Coldwell Banker on Wednesday previewed its own GRAMMY commercial, which features “Home Sweet Home” by Motley Crue. Pepsi has been featuring all five Best New Artist nominees in a series of online vignettes spotlighting a day in their respective lives, and will likely spotlight that category in its on-air commercial.

Other primary sponsors of this year’s GRAMMYs expected to make music a prominent role in their ad buys are Cover Girl (Katy Perry is its latest face, while fellow spokeswoman P!nk will perform during the ceremony), Gain detergent, Degree for Women, Herbal Essences, Surface, Delta, Chevrolet, MasterCard and Harman Kardon.

Questions? Comments? Let us know: @billboardbiz

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