Description
This Oatly piece leans right into the chaos of modern advertising by calling out the one thing most commuters feel but never say: “Haven’t you seen this ad before? Total déjà vu.” It’s hung above a busy station walkway where thousands of people pass through, and the moment they glance up, the ad winks back at them. The oversized type and clean white background keep the message loud, direct, and impossible to ignore. It’s self-aware, slightly sarcastic, and written with the confidence of a brand that knows repetition is part of the game.
How It Works:
What makes this ad click is its meta-honesty. Instead of pretending to be new, shiny, or groundbreaking, it jokes about the fact that Oatly ads all start to look familiar. That familiarity becomes the strategy. The viewer feels like the brand is in on the joke with them, which builds trust and makes the message more memorable. The humor is dry, the tone is casual, and the ad uses the environment, a crowded station full of déjà-vu moments, to amplify the effect.
How It’s Reused:
This style is perfect for brands that want to feel human instead of polished. When a brand acknowledges the truth everyone else skips over, whether it’s repetition, clichés, or industry habits, it creates an instant connection. You can apply the same approach anywhere: digital screens, street posters, even product packaging. Make the audience feel seen, call out the obvious, and let simplicity do the heavy lifting. When the message feels like a conversation rather than a sell, people stop, smile, and remember it.
