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Oat milk brand Oatly wryly encourages middle-aged men to give up dairy milk in its first TV ad campaign.

Created by the Oatly Department of Mind Control (Oatly’s in-house creative team), the spots show fathers as their teenage children attempt to coax them out of drinking cow’s milk. While one dad professes that he "hates his life" after his daughter refuses to bring him a pint of milk, another passes up a pint of the "white stuff" in support of his child.

The campaign premiered with two ads, directed by Tom Speers through Smuggler, which aired back to back during The Voice UK on ITV1.

As part of the campaign, Oatly has created a  housing statistics and tips, which children can use to chat with older generations about the impact of animal-based products on the environment. The website also includes recipes for classic "dad meals" – including bangers and mash with onion gravy, beef stroganoff and spaghetti bolognese – with the aim of making the transition from dairy to Oatly a tad easier.

In addition, Oatly has partnered The Guardian to create three supplements tackling topics around the climate emergency, including a 24-page "Guide to parenting your parents".