Description
Oatly strikes again with its signature “we’re-too-honest-for-our-own-good” tone. This time, they’ve plastered their message on a rainy, ordinary street corner, basically calling themselves out for putting oat milk ads everywhere. The humor is dry, the delivery is blunt, and the punchline hits instantly because it’s the exact thing you’re looking at: an oat milk ad sitting… well, anywhere.
It’s self-aware advertising at its finest.
How It Works:
The magic is in the wink-at-the-audience honesty. The copy acknowledges the oversaturation of ads in public spaces, making you feel like you’re in on the joke rather than being sold to. That tiny bit of self-deprecation works because it lowers defenses, you’re more likely to smile than roll your eyes.
And once the smile lands?
You remember the brand.
And the oat milk.
How You Can Reuse It:
Tap into observational humor and call out the obvious.
If your product lives in a crowded market, or if your ad is literally in a crowded space, use that reality as your punchline. Let your ad comment on itself. Make the audience feel like they caught you red-handed doing something silly.
It’s playful, it’s human, and most importantly, it transforms a boring location into a memorable brand moment.
