Wow! No cow! Oatly's ad made its debut on Super Bowl and the video went viral!
For its US TV debut the company decided to recycle an ad from 2014. The video feature Oatly's CEO Toni Petersson singing a jingle while playing piano in a field of oats.
The lyrics say "It’s like milk, but made for humans" and "Wow no cow."
The ad originally ran in Sweden in 2014 and was brought back for Super Bowl which is the advertising's biggest night.
The ad was actually banned in Sweden following a lawsuit from the country's dairy lobby. According to Bloomberg report at the time, the lobby said that the ad "disparaged cow’s milk as unhealthy."
“It’s definitely not your typical Super Bowl commercial with the celebrity or overproduction,”John Schoolcraft, Oatly’s chief creative officer told AdAge.
“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," he added.
After the Super Bowl show the ad went viral and received mixed reactions on Twitter and in the media.
"The only thing i'm hearing about the superbowl is how terrible the oatly ad was, so i'd say it was a pretty good ad," a user tweeted.
"I believe the oatly ad was made bad on purpose so people would talk about them," another one wrote.
Musician Questlove tweeted: "Lol weird commercial but I love Oatly."
Oatly was prepared for that and shortly after the show it launched a t-shirt that reads "I Totally Hated That Oatly Commercial" on their website.
“We can’t give you back those 30 seconds, but we can give you this free t-shirt that will let the world know where you stand on our attempt to promote Toni’s singing skills to a wider audience,” the brand wrote on Instagram.
The limited edition t-shirt sold out within 5 minutes.