Oatly’s Lavish Coffee Upgrade: A Decode of the Hype

Technology Used

Predictive AI

Predictive artificial intelligence (AI) refers to the use of machine learning to identify patterns in past events and make predictions about future events

To Measure Attention

Heatmaps

These visualize areas of the image or video that are likely to capture the most attention and areas that may receive less attention using a VIBGYOR color gradient.

Fog maps are visual representations that highlight areas of a visual field or image where viewers experience low clarity or comprehension, indicating regions that may be confusing or unclear.

Fog Maps

It quantifies the level of attention drawn by an image or video, indicating the consensus on its most captivating elements. Images/videos with numerous intriguing components tend to score lower as attention disperses. Conversely, assets with fewer focal points garner higher scores as viewer gazes converge on specific areas.

Focus Score

Saliency Maps

Saliency Maps highlight sections that are likely to be viewed by your audience; this map will only show the areas which are viewed by the users.

Attention Score

It quantifies the overall interest the stimuli has received. It is calculated based on the intensity of heat maps. If there are more intense regions, the attention value will be higher.

To Measure Clarity & Engagement

Clarity Score

It tells you if your customers will easily understand your stuff or not. It helps you see how clear your message or visuals are, so you can make them better for your audience.

Area of Interest

Define specific regions within your content for an even deeper analysis of viewer engagement.

Second by Second Analysis

This offers users deeper insights, elevating research to a new level of advanced data analysis.

Detailed Analysis of the Ad

Overall Score

48.21/100

Highest Focus: The ad’s focus peaked at 84.55 (7s) when the bold text “even parking lot coffee” took center stage, instantly grabbing maximum focus.

Lowest Focus: Focus dropped to its lowest (53.19 at 16s) as an overload of on-screen elements diluted viewer focus.

Highest Clarity: Clarity peaked at 63.34 (18s) when the waiter elegantly detailed the donut options, adding a touch of sophistication to the moment.

Lowest Clarity: Clarity hit its lowest point (50.19 at 22s) when the band performed in the middle of the parking lot, creating a moment of confusion about its relevance.

Highest Attention: Viewer attention peaked at 58.67 (26s) when the tagline and Oatly creamer box took center stage, wrapping up the commercial with a lasting impression.

Lowest Attention: Attention hit its lowest point (19.93 at 25s) when the tagline was disrupted by the slow, distracting hand movement of the person placing the Oatly creamer pack.

Summary Analysis

Oatly’s latest campaign takes an ordinary coffee run and elevates it to pure extravagance. Set in a strip mall parking lot, the ad features tuxedoed waiters, a string quartet, and an ice sculpture, proving that Oatly’s oat milk creamers can make any moment feel indulgent. The campaign’s highest focus (84.55 at 7s) came when “even parking lot coffee” appeared on screen, making the message instantly clear. Clarity peaked at 63.34 (18s) when the waiter dramatically listed donut options, reinforcing the upscale, quirky tone. However, attention dipped to 19.93 (25s) as the Oatly creamer pack was slowly placed, briefly disrupting engagement. With an average percentage seen of 28.87, many viewers dropped off before the final branding moment. By mixing humor, theatrics, and storytelling, Oatly turns a simple product revamp into an unforgettable, playful experience.

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Suggestions for Improvement

Strengthen Viewer Retention: With an average percentage seen of 28.87%, many viewers dropped off before the final branding moment. A stronger hook in the opening seconds or a more engaging mid-section could help sustain attention.