Since Super Bowl airtime is about $ 5.5 million for 30 seconds, it’s a big bet for Oatly. But production costs in 2014 were minimal.
“It costs a fraction of the catering budget for almost every other place in the Super Bowl,” Schoolcraft says.
The mock, directed by Torbjörn Martin, took just one or two tasks and was one of a series of commercials shot over a few days in Sweden over the summer, Schoolcraft recalls.
“You can look at it and say ‘this could be the dumbest use of advertising space in the Super Bowl ever,'” he says.
But the spot fits perfectly with Oatly’s messages. And if a fraction of the millions who watch the game take note and go looking for the product, it will have done its job.
“The best approach is just to put something out there that really feels right and then let them judge,” Schoolcraft says.
Oatly has been in the US since late 2016, but took a while to increase production to meet the growing demand. Now it’s ready to make more of a splash.
“Now is just the right time for us to make a bigger statement to the entire national public,” he said.
The place, with its message “wow no cow”, was broadcast during the Swedish first TV and the Swedish dairy portal immediately sued Oatly. So while the venue may not be shown in Sweden, it makes its American TV debut seven years later. Versions have been appearing on YouTube outside of Sweden for years, but have not yet been part of a major advertising push in the United States. Until now.