Oat Cult's wicker pan

We all know that committing to making 'good for you' breakfasts like overnight oats is a bit of a sacrifice, but maybe not to the degree this new film for Oat Cult suggests...

Taking its aesthetic and tone from cult hits like The Wicker Man, Midsommar and The Lighthouse, the ad follows a pyjama-clad man who stumbles into a rural oat-worshipping ceremony, shot in stark b/w.

Created by agency Insiders and directed by Three Shades, the bold creative concept and pitch-perfect execution makes the spot an instant attention-grabber.

“This was a dream brief, the chance to stretch our creative brains and create something absolutely standout in a category that has been dominated by boring porridge brands,” said Josh Clarricoats, co-founder, at Insider.

“Oat Cult is putting creativity and the heart of its business – its packaging, branding, market position – and now this ad – are all testament to going all in on creativity to generate growth. Start-up brands can’t afford to be ignored – and this ad, just like everything else about Oat Cult, is absolutely unmissable.”