Description
Oatly rolls up once more with its signature “we’re-not-even-trying” confidence. Instead of the typical glamorous food photography, gooey cookies, silky lattes, dramatic splashes, they just plop a simple pack shot on the poster and call it a day. No fancy staging. No props. No effort… or at least that’s the joke.
How It Works:
This ad leans fully into anti-advertising charm. By openly admitting they skipped the whole photoshoot circus, they position themselves as refreshingly human, and hilariously lazy in a deliberate way.
The honesty disarms you. The humor hooks you. The simplicity forces your attention onto the packaging… exactly where they want it.
It’s not just a wink at the audience, it’s a full-on nudge saying, “You get us. And we get you.”
How You Can Reuse It:
Embrace the “we’re not pretending” angle. Brands can use deliberate underproduction as a storytelling tool, owning the shortcuts, the imperfections, the behind-the-scenes exhaustion.
Drop the polish, keep the personality. Let the audience feel like they’re in on the joke instead of being sold to.
When you strip an ad down to the bare minimum on purpose, it doesn’t feel cheap, it feels bold. And bold gets remembered.
