In the summer, Oatsu founder Lauren O’Donnell won a Dragons’ Den-style competition to fund an ad on Channel 4. That ad has finally arrived.

A woman scowls as she makes overnight oats in her kitchen, evidently cribbing a recipe from her phone. We then see her the next morning, busily starting her day… and feeling let down by the big bowl of unappealing slop waiting in her fridge.

Luckily, as she closes said fridge, O’Donnell is revealed to be lurking behind it. Jump scare! Fortunately our ad’s heroine isn’t discombobulated, and we see her cheerfully grabbing an Oatsu pot – “ready to eat, so you’re ready for anything”. Like the founder of a startup hiding in your kitchen, for example.

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