Oreo has teamed with Paramount Pictures on its upcoming "Transformers: Age of Extinction," for the cookie brand's first global movie partnership.
The movie is scheduled for U.S. release on June 27.
The campaign, spanning 35 countries, will include a global TV spot directed by the Michael Bay, director of the "Transformers" series, in collaboration with The Martin Agency.
The TV ad, "Little Help," will launch May 15 in more than 15 markets. It shows an Oreo providing "a moment of support" in the Transformers' fight for good, according to brand parent Mondelez International.
The campaign also includes Transformers-themed Oreo cookies and packaging -- such as Autobot and Decepticon embossed cookies in Asia and Latin America, and custom flavors in Southeast Asia -- and in-store activations.
On the digital front, the campaign will include new packaging and movie-themed activities on the popular Oreo Twist, Lick and Dunk app around the world, ads on YouTube, and social media efforts.
Oreo chose Paramount's "Transformers" for its global movie partner because "the play value and optimistic view of the world that are inherent in the Oreo brand fit perfectly into the environment of Transformers," said Jennifer Hull, brand manager, global Oreo at Mondelez International.
Mediavest's brand content division, LiquidThread, negotiated the deal.