Oatly has always had a knack for making the mundane feel unexpected, and its latest campaign, 'Oatly Creamers Present Fancy Parking Lot Coffee,' takes that philosophy to the extreme.
The oatmilk brand transformed an everyday strip mall parking lot into an extravagant, white-glove coffee service, replete with tuxedoed servers, a grand piano, violinists and even a dairy-free ice sculpture - all in the name of promoting its rebranded oatmilk creamers.
Shot in an actual supermarket parking lot, the hero spot captures unsuspecting shoppers being treated to a level of coffee service normally reserved for Michelin-starred restaurants. The joke? Oatly Creamers make everything fancy, even the most routine, on-the-go coffee moments.
The brand summed it up best on Instagram, writing: "Meet the fanciest oats on Earth for a fancy parking lot coffee. Don't worry, what you're wearing is fine."
But the campaign's over-the-top approach doesn't stop at the ad itself. Oatly's new Creamer packaging is getting in on the fun, too. Each carton invites customers to visit I Read Oatly Cartons online or call 1-833-READPLZ, where they'll hear an Oatly employee's actual high school drama teacher read the carton's details aloud.
Created in-house by Oatly's North American team, the campaign features creative direction from Michael Lee, Malia Killings and Suzanne Steele and was produced by X1 Productions. Additional production, editing and activation support came from Cartel and Factory360.
The work is currently running across Hulu, YouTube, TikTok and Instagram and will continue through early March. Meanwhile, in-store elements include floor mats, cart ads and shelf placements in Kroger locations nationwide.