It may have been the simplest, least-expensive Super Bowl commercial to produce this year, and oatmilk maker Oatly is already bragging that it did what they wanted -- got people's attention.
The Oatly commercial that appeared in the second quarter shows CEO Toni Petersson literally singing the praises of his product.
"It's like milk, but made for humans," Petersson belts out. "Wow. Wow. No cow."
And that second line was repeated over and over.
"Yeah, that was really our CEO singing on the Super Bowl," the company said on its website. "Maybe interrupting the second quarter so the world could experience Toni's musical stylings about how oatmilk is like milk but made for humans wasn't the most Super Bowl-ish idea ever, but on the other hand, our attempt to promote Toni's singing skills to a wider audience actually got you to visit an oatmilk company website on the big day. Total success!"
People on Twitter were already expecting it to become their Super Bowl earworm.
"Either they forced the ceo of oatly to do that or he wanted to and neither will make me happy," one person said.