I had no idea I thought it was going to be shown one time only.” One of them included a song that they wrote, which was even worse. “My creative directors wanted to make some commercials that I was part of. “Listen, it’s absolutely terrible, right?” says Petersson, over the phone from Eugene, Oregon. The adjacent panel, in large, wobbly type, read: “It’s like milk, but made for humans.”Īround the same time, during commercial breaks on Channel 4’s 4oD, there appeared a 15-second clip of a man in a field of oats, playing a tinny 1980s synthesiser and howling: “Wow, no cow!” That guy is Toni Petersson, the 50-year-old CEO of Oatly, and the song, you would not be entirely surprised to learn, is his own composition. On one panel there was a carton (or, in some instances, three) of Oatly, an oat drink made by a cult Swedish company that favours stark graphics, a bluey-grey colour scheme, and which is a market leader – in a not uncompetitive field – in the tongue-in-cheek promotional messages known as “wackaging”. Entire tunnels of the underground were plastered with the adverts the sides of large buildings were covered. A couple of weeks ago, some eye-catching billboards began appearing around central and east London.
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