Oatly: Oatly: Meta Ad by the Oatly Department of Mind Control

Known for throwing the marketing rulebook out the window, Swedish food company Oatly has once again produced a memorable campaign – but is it the most ‘meta’ ad yet?

Reminiscent of the ‘dream within a dream' in Christopher Nolen's mind-boggling movie Inception, Oatly has wrapped up an ad-within an-ad-within an-ad-within-an-ad-within an-ad within-an-ad-within-an-ad-within-an-ad within-an-ad in one single Instagram video.

Shot in The Netherlands, the spot beings with a bus stop, then includes a boat, a truck, a newspaper, a billboard, an organ player, social media and finally a mural.

The Oatly Department of Mind Control, its in-house creative team, devised the clever social media spot.