The Oatly “Help Dad” campaign features teens shaming their dads for drinking Cow’s milk in a humorous British campaign that will no doubt be talked about.
“My dad does it too.”
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Oatly, the Swedish vegan food and beverage brand, is gently mocking dads for ignoring their products and continuing to drink cow milk instead.
The campaign was developed in-house with the help of Tom Speers who directed the ads. The concept comes from brand research that showed that middle-aged men are the least likely to adopt a plant-based lifestyle. The answer, for Oatly at least, was simple: use their teenage kids to shame them.
“‘Help-Dad’ is our way of helping teens help their dad or mum or uncle or anyone else in their life in need of some veggification, to adopt a more plant-based lifestyle,” says Oatly creative director Michael Lee. The campaign includes several short-form videos and a dedicated website that offers additional information such as recipes, stats about veganism and climate change, and an amusing section of sharable conversation tips.
For example, when Dad says, “Plant-based is just a trend,” a teen might reply: “Great point, Dad! And it’s your best shot at being cool again since like 1985. Seize the moment!”
While the campaign may not succeed in winning the hearts of the dads, it will no doubt anchor the plant-based lifestyle message deep into the teenagers’ hearts.
And Lee hopes it will go even further: “Hopefully, by encouraging some difficult dinner-table conversations across the nation, we can get climate-friendly food and drink on even more family shopping lists this year.”
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