Not got milk

Oatly – No Thanks

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Agency In-House
Production Company SMUGGLER/London
Director Tom Speers

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Credits

powered by

Agency In-House
Production Company SMUGGLER/London
Director Tom Speers

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Getting a family member to change their reckless lifestyle can be a tough conversation to have... particularly if they've been doing it for 50+ years...

Thankfully Swedish oat drink company Oatly are at hand to help teens drag their middle-aged pops (statistically the least likely segment of society to adopt a plant-based lifestyle) into a dairy-free future.

Developed by Oatly Department of Mind Control and produced by Smuggler, the Help-Dad campaign's four TVCs show typically British family settings with narratives that flip the classic ‘teenager vs parent’ relationship on its head.

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Oatly – Difficult Age

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Oatly – I Hate My Life

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Oatly – What Have We Here

Oatly’s Creative Director, Michael Lee comments: “We know we’re in the midst of a climate emergency, but there’s a group in society who aren’t grasping the urgency of it. Our research reveals that middle-aged men in the UK are the least likely to give up their meat and dairy for the sake of the planet, often despite the best efforts of their teenage children.

"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. 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.”