A vegan advert has been spotted on 4oD - the on demand platform for UK television's Channel 4.
It shows Oatly CEO Toni Petersson playing a keyboard in a Swedish oat field and singing a song featuring Oatly's log line: "Wow. Wow - no cow."
Speaking about the advert, a producer said much of the footage was filmed without Toni Petersson's knowledge.
"We just felt that it was important for the viewer to get an honest idea of who the real Toni is and how Oatly - behind his new, offbeat, dynamic and visionary leadership - is becoming a lifestyle brand that makes nutritional products to help people find ways to upgrade their lives and the health of the planet too," they added.
The advert is part of a campaign Oatly recently launched across the UK, featuring posters in key transport hubs saying: "It's [Oatly] like milk but made for humans."
"Some consider our messaging to be controversial," Oatly's Creative & Strategic Director (International Markets), Michael Lee said in a statement sent to Plant Based News.
"We disagree. It's fact, because our oat drinks actually are made for humans, rather than for baby cows.
"Although we lost a lawsuit from the Swedish dairy industry in 2015, we still believe in the line, it’s still the truth, which is why you're seeing it across the UK."
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.Reuse this content
Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
Since you're here...
Plant Based News is a FREE service that receives millions of views each week on Youtube, Facebook, Instagram, Twitter, our weekly newsletter and this website. This takes a lot of our personal time, money and hard work. But we do it because we KNOW it makes a difference. If those following our reporting helped by contributing, we could do even more. Please consider supporting us so we can create further awareness about animal rights, environmentalism, ethical consumerism and the plant-based lifestyle. Not a false narrative - but information that empowers people to make better choices.