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How Oatly Outsmarted the Super Bowl by Being as Annoying as Possible

The oat milk brand played meta-level advertising jujitsu

Oatly CEO Toni Petersson playing the keyboard in the middle of a field with a cup and carton of Oatly oat milk to his side.
Photo: Oatly

Ads are annoying. And every year a surprising number of Super Bowl ads are super-annoying. This weekend’s game was no exception, but one of the most annoying ads took things to a new level — by commoditizing…

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Rob Walker

Rob Walker

Author The Art of Noticing. Related newsletter at https://robwalker.substack.com