It Was Perfectly Mission-First
When you have the opportunity to say something, ANYTHING, during a moment when you know nearly 100 million people are watching--what do you say?
What message is worth $5.5 million and virtually every eyeball on the planet?
If youâre Jeep or Bud Light, the conversation goes differently. You can woo people with an emotional hook. Leave âem verklempt with warm, gooey feelings while never mentioning your product. You already have the brand value to trade on. No one has to tell us what Bud Light sells.
But if youâre Oatly or, well, any one of us, youâre not in that stratosphere just yet. Your message MUST drive brand interest and consumer intent. Your responsibility is double. The spot must be memorable AND undeniably relevant to who you are.
From that angle, Oatly wins.
Their spot was dripping with the brand mission. You may have hated that wow-wow-no-cow jingle, and maybe you never heard of them before Sunday, but today you know what they do. You know they make milk for humans and are rooted in sustainability.
And not just the level of sustainability that sounds good, but the level that has the brandâs CEO barefoot (Iâm guessing) in an open oat field wailing over his keyboard to get you to buy into the magic.
In 30 seconds, you got precisely who that brand is. Thatâs not easy.
It Was Perfectly Out of Place
Did you see the Dexcom commercial with Nick Jonas? I was drooling by the end of it. The sweeeet kinetic text, the script, the tech namedroppingâit was the quarterback of cool. Everything youâd expect and want from a big game spot.
Oatly was the direct opposite.
There was nothing sexy about this spot. Oatly CEO Toni Petersson, who does resemble a crunchy Joseph Gordon-Levitt, is not an A-list celebrity. It didnât look like they spent months and months on the script and production. Petersson wrote the jingle himself, and it was shot in just three takes right before it started raining.
Thatâs why it stood out. It was homegrown to its core and, well, kind of weird. And when put in an arena filled with 50 overproduced, perfect spots---weird gets noticed. Weird is memorable
It Was Perfectly Extended