Not the breakfast cereal commercial you’d expect, but that’s a good thing. Overnight oats brand, Oat Cult, stands out. Playing up to its name – and the idea that overnight oats are worthy of their cult-like devotion – the commercial features a bizarre pagan ritual. Its dark comedy – and magnificent production values – cut through the usual clutter, referencing everything from the Wicker Man to Edward Scissorhands along the way.

The film, created by Scottish creative studio, Insiders Studio and directed by Three Shades, was shot in black and white in homage to Robert Eggers’ horror films such as The Lighthouse and The Witch. The soundtrack of atonal strings and chanting adds even more to the ad’s cult movie quality…

…but the madness turns out to be a dream, the commercial ends in vibrant colour and the commercial reveals its proposition, that Oat Cult is the overnight oats without the sacrifice.

Overnight oats are one of the UK’s biggest growth areas and the top-searched UK food trend on TikTok with 70,300 monthly searches and a 49% increase year-on-year.

Gut health and probiotics are another huge growth area, with a global market size of $49.46 billion, projected to reach $94.41 billion by 2030.

Credits:
Client: Oat Cult
Creative Studio: Insiders Studio
Founders: Josh Clarricoats & Rory Gilbride
Executive Creative Director: Ben Da Costa
Creative Directors: Fiona White & Thomas Farrall Head Of Design: Marc Donaldson

Production: Three Shades Creative
Director: Three Shades
Producer: Liza Lewis
Director of Photography: Ali King

Post Production:: Insiders Studio
Editor: Corey Thomas McKay
Colour Grading: Thomas Kumeling
Post Production & VFX: Doma
Producer: Grace Evers-Green
Music: Insiders Studio
Music: Joe Da Costa
Sound: Storm
Sound Designer: Dave Ingram