Oatly: Not Just For Hipsters

Oatly, the world’s original and largest oat drink company, today announced the launch of its biggest UK campaign - THE NEW NORM&AL SHOW. The campaign aims to kick off a nationwide conversation about how eating a plant-based diet is a totally normal choice these days, all through the medium of…puppets. Oatly will launch ‘THE NEW NORM&AL SHOW’, with a mini-series of five episodes (each between two-five minutes long) featuring two oat drink carton puppets named Norm & Al (aka norm-al) who, just like many of us, are trying to navigate the shift to plant-based eating. The series kicks off with a five-minute pilot called ‘Norm’s Old Pal Milk’ which tells the origin story of how Norm & Al met. Through the power of puppetry, bad singing and even worse dancing, each episode offers an awkward but often familiar look into the plant-based world of Norm, the wiser of the two characters, and Al, who always tries to do the right thing. The duo also show us that anyone can try adopting a plant-based diet, you don’t have to be a hipster to make the move away from dairy or meat and you don’t need to go fully vegan in order to make a difference to the planet. As Norm sings: “It’s okay! You don’t have to break up with meat forever. It’s alright to sometimes eat cheese whenever. Why not dip into the vegan world some days? Come on and eat the flexitarian way!” Developed by the Oatly Department of Mind Control in collaboration with BAFTA-winning production company, Nexus Studios, and director Conor Finnegan, ‘THE NEW NORM&AL SHOW’, is a fresh and entirely new approach for Oatly and is its biggest ever production, with ten puppets in the cast and eight different sets used. Behind the creative execution is Annie-nominated (one of the animation industry’s top awards) director Conor Finnegan and puppet maker Andy Gent who is best known for Wes Anderson’s stop motion epic feature Isle of Dogs. The stellar voice cast includes: Alexander Perkins (The Office) who plays Norm, Ethan Lawrence (After Life) who plays Al, and Rob Witcomb (Transformers: The Last Knight) who plays Milk. All five episodes of ‘THE NEW NORM&AL SHOW’ will appear on YouTube and Oatly.com from January 17th. The launch will be supported by Oatly’s largest UK digital media buy campaign across Broadcast VOD (Sky, All4 and ITV Hub), a Programmatic VOD (YouTube), display ads and a Social VOD (Facebook & Instagram).