Oatly Group launches well-disguised ad on 7Plus using the pause function

Oatly Group AB has today released a “spoiler alert” function on 7Plus.

When viewers of 7plus hit pause on their television, they will get a surprise message on the screen warning them they’ve enabled their TV’s “spoiler alert” function.

The message goes on to claim knowledge about the lead character and offer insights about upcoming plot twists. The warning message is not, however, a spoiler alert at all. It’s a well-disguised ad from Oatly, makers of the oat drink.

The ad will run for the next few weeks throughout Australia.

The “pause screen” ad is part of the company’s latest marketing effort in Australia. The bulk of the campaign features short 10-second films featuring the product in unusual settings such as underwater in an 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, who expressed surprise at the question. “Are ads supposed to relate to each other?”


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