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Oreo launches diversity-focused global campaign featuring vocals of Adam Lambert

Oreo has launched a global campaign for 2016 that it hopes will encourage people to become more accepting of others who are different than them.

Created by The Martin Agency and animated by production company Buck, the campaign aims to compare the act of opening up an Oreo cookie to “breaking down barriers” that can lead to unexpected connections and friendships.

Aptly called ‘Open Up with Oreo,’ the global campaign launched in the US earlier this week with an animated spot called ‘Rolling Wonder’ (above) that features the vocals of singer Adam Lambert. In the video, a number of different characters from all walks of life skate around a roller rink to the singer’s upbeat music.

The campaign, which is meant to appeal to what the brand calls its “growing global community of fans,” is set to launch in more than 50 countries during the first half of 2016. The spot will be adapted for other markets with vocals, lyrics and languages changed as necessary.

Aside from the global TV spot, the campaign will include a digital content series that’s set to launch in early February that will aim to show viewers how an Oreo cookie can help foster friendships.