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By Amy Houston | Reporter

October 29, 2021 | 2 min read

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 Nolan’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 video.

oatly

“This film, that took weeks and weeks to produce, is solely made to be posted on Instagram – once. I feel that says something about how we like to operate at Oatly,” said Oskar Pernefeldt, art director at Oatly.

“We put a lot of heart into experiences for [those] that happen to stumble upon them. If you don’t, that’s fine. But if you do, we promise to not waste your time.”

oatly

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

Toward the end of the video, we are privy to an internal meeting about ‘the most meta ad ever,’ with a slightly confused creative director questioning the tactic.

oatly

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

The oat milk brand is well-known for its unique campaigns. Back in July it unveiled ‘the wordiest, stupidest billboards ever’ (Oatly’s words), and even released a super-short 30-second Superbowl ad ‘Wow, Wow, No Cow’ earlier this year.

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

By Oatly

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