Hot on the heels of KFC’s controversial ‘Believe’ ad, which tipped its hat to the folk horror genre, comes breakfast challenger Oat Cult’s TV debut.

The black-and-white ad wholeheartedly embraces the theme, with scenes reminiscent of Midsommar and The Wicker Man cannily forging a link between the rural production of oats and some of the scary folkloric costumes glimpsed. Our dressing-gowned protagonist stumbles through an increasingly menacing series of ceremonies, only to be returned to his kitchen, where some supposedly creepy characters are revealed to be simply enjoying breakfast.

It’s expertly made, and ties in brilliantly with the ‘Without the Sacrifice’ tagline – though what that means (the oats don’t have to be soaked overnight) might not be immediately clear to Oat Cult newcomers.

The look and feel is reminiscent of water brand Liquid Death – which made a similarly edgy splash with its marketing, but didn’t stay in the UK for long. Oat Cult will hope this ad gives it a strong following.

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