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Amid all of the high-production, celebrity-filled Super Bowl spots, Oatly’s simple jingle—penned and performed by its CEO—is sure to stand out. And for its Big Game debut, that’s exactly what the Swedish oat milk brand was going for.
The 30-second spot is a low-budget ad that it filmed back in 2014 in a field of oats in southern Sweden during a short break in the summer rain. It’s also one that the brand is legally forbidden from airing in Sweden after it was sued by the country’s milk lobby over the words “It’s like milk, but made for humans”—the first line of CEO Toni Petersson’s simple ode to the product.