Oatly’s Super Bowl commercial has gone viral after attracting global media attention.
The 30-second ad debuted during the football game’s second quarter and features Oatly’s CEO Toni Petersson.
‘Wow, no cow’
“It’s like milk but made for humans,” Petersson sings in a field, with a glass of oat milk on top of his keyboard.
He then sings: “Wow, wow, no cow. No, no no-no. Wow, wow, no cow. It’s alright, it’s like milk…”
‘Not your typical Super Bowl commercial’
John Schoolcraft is Oatly’s chief creative officer. According to Adage, he said: “It’s definitely not your typical Super Bowl commercial with the celebrity or overproduction.
“It cost a fraction of what the catering budget is for almost every other spot in the Super Bowl…
“You can look at it and say ‘that might be the stupidest use of ad space on the Super Bowl ever. The best approach is just to put something out there that feels real and then let them make their judgment.”
Multiple reports suggest the price of running a 30-second ad during the SB game is around $5.5 million.
Oatly’s ‘Help Dad’ campaign
Earlier this year, Oatly launched an online guide to ‘help Dads quit dairy’.
The brand’s ‘Help Dad’ website is designed to help people persuade their parent to make the switch to plant-based. It is filled with resources such as recipes, tips, rhetorical tactics, and more.
You can visit the Help Dad website here