1-APR-2025 | Oatly's Oatgurt Ad

Author

Dan Bogachek
April 01, 2025

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and flip open the laptop.

Or… what if:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 9:27 — final draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

Copygloss handled it. Before you left for the date, actually.

For help with editing, email Dan:
[email protected].

Oatly’s Oatgurt Ad

If this ad doesn’t convince you to try our oatgurt, nothing will.

The problem with advertising these days is that it is too focused on sales. For an ad like this one to be considered successful, it has to first get your attention and then provide you with something so amazing — like a set of features or unique selling points or a solid promise — that you’ll put down the magazine you are reading and rush to the store to purchase the product. To help increase the chances of this happening, some ads include a “call to action” feature, which is a gimmick so ridiculously unbelievable — like buy one and get 197 free — that you don’t have any choice but to put down the magazine you are reading and rush to the store to purchase the product. Good thing that this ad for Oatgurt* isn’t like all those other modern ads. It’s only interested in providing you with an oversized cute visual of the package, an over-promising headline, a totally nonsensical call to action button and an asterisk with a side note to tell you what the product actually is.

* As a side note, Oatgurt is not yogurt, because yogurt is made with dairy and has no oats, Oatgurt is made with oats and has no dairy. 🏁 

A meta hairy dog. The anti-ad ad.

  • Challenge hook — inviting the reader to play.

  • Minor detail: an intentional use of “it is” to slow down and add weight. Despite the longer sentences, Oatly’s copy tends to have this blocky feel. Strings of one syllable words.

  • Couplets of repetition throughout.

  • Pleasing symmetry in the asterisk for a soft punchline.