Oatly's Super Bowl Ad Didn't Get The Reaction They Expected

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In the Oatly commercial from the 2021 Super Bowl, Toni Petersson, Oatly's CEO, is in a field of oats in Sweden, playing on a keyboard.
These are the strange song's only lyrics, until Petersson gets to the repetitive chorus, which consists of only three words:
"Wow, wow, no cow."
Unsurprisingly, the final product took only a couple takes to capture, and came in well below the typical cost for a Super Bowl commercial. According to Oatly's chief creative officer, John Schoolcraft, the short filming time and low production value was all part of the plan, telling AdAge,
"It’s definitely not your typical Super Bowl commercial with the celebrity or over production [...] [the commercial] cost a fraction of what the catering budget is for almost every other spot in the Super Bowl."
This allowed Oatly to spend the bulk of its budget on the high-demand air time itself, which comes in at around $5.5 million for a 30-second slot during the big game. And if people are unimpressed with the less-than-dazzling ad? Well, at least they'll be talking about it. According to Schoolcraft, that's all part of the plan.
“You can look at it and say ‘that might be the stupidest use of ad space on the Super Bowl ever.’”
Needless to say, it looks like it may have worked. Many viewers had no idea what to make of the unimpressive commercial, and took to Twitter to express their bewilderment. Axios editor, Dan Primack, wrote,
"Oatly's investors include Oprah, Jay-Z, and Natalie Portman. But instead it went with its singing CEO."
Meanwhile, stand-up comedian, Sam Morril, went so far as to express anger, tweeting,
"Having a hard time enjoying this drive bc I'm still mad about the Oatly commercial."
Oatly's bizarre marketing decision is actually completely on-brand for its CEO. Petersson was responsible for Oatly's cheeky re-branding, which first made the oat milk so popular in Europe -- and used the exact same campaign. As it turns out, Oatly's 2021 Super Bowl commercial originally played in Sweden in 2014. Which means the company knew exactly what it was in for.
In fact, when the same Oatly commercial ran in Sweden, the commercial was banned. Not because Twitter took offense, but because the Swedish cow lobby sued the company for portraying cow's milk as "unhealthy." Petersson didn't mind, though, since sales went up. His only regret was not rolling out the campaign earlier.
Now, the company is trying the same strategy in the U.S. -- and on a massive scale. According to Schoolcraft,
"It's just the right time right now for us to make a bigger statement to the whole national audience."
The negative public reaction was exactly what the company was going for. Hours before its commercial went on air, Oatly was giving away t-shirts professing hate for its Super Bowl ad attempt. On Oatly's website, the product description reads,
"The rules of time and space make it impossible to give you back the 30 seconds you just spent watching our Super Bowl commercial, but at least we can give you this free t-shirt that lets the world know where you stand on our attempt to promote Toni's singing skills to a wider audience."
Its ploy paid off, with the 500 shirts Oatly had in stock all getting claimed in under five minutes. Meanwhile, Oatly's commercial made it onto multiple national news sites, while the company's Instagram account is blowing up. Fans love to hate the song, with one fan requesting for Oatly to release it on Spotify, and another reporting that they've made it their ringtone. Other fans seem to love the company's weird marketing so much that they are desperate to become a part of the Oatly family, with one person writing,
"My husband and I went to your site and looked for jobs we wanted to be part of that guy's company so bad..hah. so great."
Oatly, for its part, is calling the uproar, "a win for the plant-based movement." So, while Oatly t-shirts are currently out of stock, luckily, there's no shortage of commentary about this hilarious ad.
#Oatly #SuperBowl #Ads
Read Full Article: www.mashed.com/328963/oatlys-super-bowl-commercial-didnt-get-the-reaction-they-were-hoping-for/

  • What did you think about the Oatly ad?

    MashedMashed18 օր առաջ
    • I just kept thinking: "Wow, wow, no cow... mmercial I've ever seen has been this good. Congrats Oatly" 👏

      João FariasJoão Farias18 օր առաջ
  • Non-dairy milk is cringe and should be illegal. Also veganism should be banned. 😎 🍗🥩🥓🥩🍖🍗🥩🥓🥩🍖🥓🥩🍗🍔🍔🍔🍔

    Corgi DudeCorgi Dude5 օր առաջ
  • I tried this oat milk. I'm sticking with almond.

    Micro TaskerMicro Tasker7 օր առաջ
    • I'm sticking with regular, cashew, and lactose free milk myself.

      WeaponXSigmaWeaponXSigma7 օր առաջ
  • Best commercial of the Super Bowl in my opinion.

    Willowpine Outdoors & Tackle Co.Willowpine Outdoors & Tackle Co.9 օր առաջ
  • Ditch dairy is the message

    I invented GoogleI invented Google9 օր առաջ

    Angelique HinojosaAngelique Hinojosa10 օր առաջ
  • “Oatley didn’t get the reaction they expected” The whole video: oatley expected that

    Shadow VillNShadow VillN12 օր առաջ
  • Oatly for the win!

    Plain FunPlain Fun12 օր առաջ
  • Horrible tasting that leaves a bad after taste.

    Brenda SpicerBrenda Spicer14 օր առաջ
    • Taste is subjective, but you're wrong;) Full fat Oatly for the win

      Tiny JungleTiny Jungle11 օր առաջ
  • This was the only good commercial during the entire show

    ZimtikiBarZimtikiBar14 օր առաջ
  • Wow wow no cow stuck in my head

    TzrBlitzTzrBlitz14 օր առաջ
  • Honestly, I thought was saying "No Cal" until I saw the words flash on the screen

    MichaelMichael16 օր առաջ
  • k yeah cows milk is cruel and disgusting, but y oat. soy milk is so superior

    RohinRohin16 օր առաջ
    • Have you tried the full fat Oatly? Depending on the soymilk it can be nutritionally superior but if your not primarily concerned about nutrition the full fat Oatly is the best tasting.

      Tiny JungleTiny Jungle11 օր առաջ
  • I wanna get a job at Oatly

    A MarianaA Mariana16 օր առաջ
  • “Its like milk but for humans” PERFECT LOVE IT! 😃

    Nathan RozmanNathan Rozman16 օր առաջ
  • I can not stop looking at his freakish long neck

    NocturnalvoodooNocturnalvoodoo17 օր առաջ
  • Awesome! The money spent on adverts for the Superbowl is morbid. I personally love oatlys humour.

    Chris GilbertChris Gilbert17 օր առաջ
  • I think this is a publicity stunt

    hater123hater12317 օր առաջ
  • From a European perspective, it's fascinating to see how far behind the US is when it comes to commercial language, rhetorics and strategy. The fact that this is causing such a buzz makes it look like the US is stuck in the 50s, when advertising still equaled saying "Our product is super good, please buy it" and spending loads of money on making it look as glossy and perfect as possible (and oh, also throw in a celebrity to be safe). The US market, including the advertising analysts, seem totally oblivious of advertising concepts like humour, irony, intentional flaws or anything like that. Welcome to the 21st century guys!

    ultrashigaisenultrashigaisen17 օր առաջ
    • @T D Well considering the primary source of estrogen in the drinking water is animal agriculture. Not to mention the marvels of modern dairy have cows constantly pregnant with estrogen levels through the roof, which of course is in their milk as an unavoidable part of their biological makeup. Just don't ask about the baby males, as they have the misfortune of being born into an industry that exploits female reproductive systems. Living in a time when we can actually test the water and peoples blood and urine after consuming some product definitely has it's merits. On the other hand, feminized fishes, and growing rates of "gender confusion" certainly does make it an interesting time to be alive. *Exposure to exogenous estrogen through intake of commercial milk produced from pregnant cows.* _"Modern genetically improved dairy cows continue to lactate throughout almost the entire pregnancy. Therefore, recent commercial cow's milk contains large amounts of estrogens and progesterone."_ _"The present data on men and children indicate that estrogens in milk were absorbed, and gonadotropin secretion was suppressed, followed by a decrease in testosterone secretion. Sexual maturation of prepubertal children could be affected by the ordinary intake of cow milk."_ DOI: 10.1111/j.1442-200X.2009.02890.x

      Ethical rEVOLutionEthical rEVOLution14 օր առաջ
    • I find it hilarious that people still think that it's necessary to behave in a certain way and do certain things because they live in some arbitrary chunk of time.

      T DT D17 օր առաջ
  • Oatly for president!

    Lisa NizeLisa Nize17 օր առաջ
  • I think the soy boys at Silk are mad that someone is edging in on their main market.

    Adam PierceAdam Pierce18 օր առաջ
    • And it’s soy free!

      Plain FunPlain Fun12 օր առաջ
  • I'd eat the free shirt before I drank that nasty oat juice.

    Eric CarabettaEric Carabetta18 օր առաջ
  • What a well put together video, thanks for that.

    Cody MichaelCody Michael18 օր առաջ
  • Cow's milk IS unhealthy

    Scarlett BillingsScarlett Billings18 օր առաջ
    • Unless you're a baby cow;)

      Tiny JungleTiny Jungle11 օր առաջ
  • We're talking about it, so it worked. I'm buying some.

    Stella KStella K18 օր առաջ
    • Full fat Oatly. Trust

      Tiny JungleTiny Jungle11 օր առաջ
  • I probably wasn't going to drink oatmilk anyways, but now I know what brand I won't be buying.

    Barry BurtonBarry Burton18 օր առաջ
  • genius

    Mustella PutoriusMustella Putorius18 օր առաջ
  • "We made a godawful commercial that everyone hates, and the ultimate end is the fact that we will continue to NOT sell our horrible product in the USA." Sounds like a win to me? ¯\_(ツ)_/¯

    joejackson62joejackson6218 օր առաջ
  • I’m going to buy this

    Daniel RDaniel R18 օր առաջ
    • Full fat Oatly. You won't be disappointed.

      Tiny JungleTiny Jungle11 օր առաջ
  • ALL Super Bowl 55 commercials SUCKED, they all were terrible. After 20-minutes I quit watching the game live; TiVo'd the balance of the game and fast forwarded through all commercials so I was happy I was not forced to watch bad, bad uninteresting and poorly produced commercials...

    Terry DrawbaughTerry Drawbaugh18 օր առաջ
  • Everyone is MAD at Oatley (especially people in Sweden) for selling out to a Chinese Investor and changing its formula because it’s mostly now made with Rapseed oil. Regardless if its cold press and not dangerous marketing spin.. .. I would rather drink a drink made mostly with Real Oats than a drink made mostly with cooking OIL !!! The investor portfolio is a consortium of celebrities that partner with the Chinese company. Get your facts strait !!!!!

    AngalagAngalag18 օր առաջ
  • Ngl the narration is so unprofessional

    Tasrick IfatTasrick Ifat19 օր առաջ
  • Whenever you want to explain what "less is more" means, this commercial is a perfect example.

    RachenvielRachenviel19 օր առաջ
  • Wow wow No cow

    Nathan Roblox and moreNathan Roblox and more19 օր առաջ
  • Ya know. I'm not even mad. That's pretty smart

    Devin HolsenbeckDevin Holsenbeck19 օր առաջ
  • All the commercials sucked this year

    KOFFIN nailsKOFFIN nails19 օր առաջ
  • The advertisement is stupid but I want to try their product.

    TheCyneddTheCynedd19 օր առաջ
    • Full fat Oatly

      Tiny JungleTiny Jungle11 օր առաջ
    • try it its good af.

      Dark Light MotionDark Light Motion18 օր առաջ
  • What a stoopid fkcuing commercial

    Jeremy BettisJeremy Bettis19 օր առաջ
  • Uh nope, it tastes like crap.

    MojoPupMojoPup19 օր առաջ
    • Lies

      Tiny JungleTiny Jungle11 օր առաջ
  • Stop encouraging

    Kkn_DKkn_D19 օր առաջ
  • Genius

    PsychonautsPsychonauts19 օր առաջ
  • Whocares? Oh, people who don't have a life. (Hint) quite Twitter and think for yourself.

    Gunslinger1875Gunslinger187519 օր առաջ
  • The commercial pitches the product and the company instead of just the commercial itself so good job.

    John KimballJohn Kimball19 օր առաջ
  • Please do Boxed Brownie Mixes Ranked Worst To Best 🙏😭

    Rej ZuluetaRej Zulueta19 օր առաջ
    • Thank You

      Rej ZuluetaRej Zulueta19 օր առաջ
  • Super Bowl viewership lowest in 15 years. 👍

    Nomadic DieselNomadic Diesel19 օր առաջ
    • Up 65% by streaming viewers though. Hard to tell if cable numbers will hit 100 million again

      Nick ToddNick Todd19 օր առաջ
  • I want real milk

    L SmithL Smith19 օր առաջ
    • Define "real milk"? Hint: You're not a baby cow bro!

      Tiny JungleTiny Jungle11 օր առաջ
    • 👶🍼🍼

      Frederico LouroFrederico Louro11 օր առաջ
    • 🍼 breast milk is for babies 🍼

      friendandpoetfriendandpoet16 օր առաջ
    • Like a baby 🤣

      Ronnie GeorgeRonnie George18 օր առաջ
    • Im sorry but human milk is not readilly available. Also I cant believe that you still want baby drinks

      Dark Light MotionDark Light Motion18 օր առաջ
  • I was watching this commercial wondering what the hell was going on

    Broncos CountryBroncos Country19 օր առաջ
  • Best super bowl commercial in years. For all of its worth at least it was original.

    Dustin AirolaDustin Airola19 օր առաջ
  • This video is just like the commercial it's taking about: NOTHING

    kennedy franklinkennedy franklin19 օր առաջ
  • Quite possibly the worst commercial ever

    Jason MotankyJason Motanky19 օր առաջ
  • I can't bear to finish this spot it's so bad.

    Sheila AnneSheila Anne19 օր առաջ
  • So pathetic and gross

    Noble VictoryNoble Victory19 օր առաջ
  • I only thin about it when brought up. To be honest not mentioned alot

    starship trooperstarship trooper19 օր առաջ
  • Idiot. A total idiot..not buying the crap.. if oat milk was a thing then paleo humans would already be doing it. Yet....no..we aren’t.. and screw the T-shirt...use it a diaper...

    Bat manBat man19 օր առաջ
  • they made whole commercial just to let us know that the CEO can’t sing for shit 🤣💯

    Jairo CarbajalJairo Carbajal19 օր առաջ