Kevin Zych

You wouldn't think an oat milk brand would seek controversy, but Oatly has made its name by stirring the pot (or bowl) whenever possible.

So, when they needed to launch SPAM, a newsletter about absolutely nothing, they asked me to make an ad... about an ad.

With a nod to Magritte, I drew a massive Oatly billboard near Times Square and captioned the video, "This is not an ad." ​After 8.4 million views, we can say people loved to hate the idea.