Oatly Group AB, known for their range of plant-based milks, have today announced a new interactive campaign in which 7plus viewers will get a surprise ‘spoiler’ message on their screens every time they hit pause.
The message will jokingly warn viewers they’ve enabled their TV’s “Spoiler Alert function”, going on to claim knowledge about the lead character and offering unsubstantiated insights about upcoming plot twists.
Of course, there’s no need to panic. The ‘warning’ message is just a well-disguised ad from Oatly, which is part of the company’s latest marketing offer in Australia.
The bulk of the campaign features short 10-second films featuring the product in unusual settings such as in
an underwater aquarium, and on pavement getting run over by a steamroller.
So how does this pause screen ad connected to the rest of the campaign?
“It’s not connected at all,” said art director Oskar Pernefeldt (main photo), who expressed surprise at the question. “Are
ads supposed to relate to each other?”
The ad will run for the next few weeks throughout Australia.
