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28 January 2021

Five going on fifty.

by Syd Briscoe


Oatly: “Difficult Age” - 40s

While a general push towards healthier lifestyles over the past few years has led more to consider plant-based substitutes than ever before, there are still those resistant to the animal-free march of progress. Oat milk purveyors Oatly explore this generational divide in their latest commercial campaign, which sees kids 'assist' (in one way or another) their families in making the switch.

This amusing instalment sees a kid commiserate with a neighbour while he's taking the bins out, commenting dejectedly on his dad's milk intake. Director Tom Speers has pitched the tone just right here, as the conversation's weary, very adult content stands in contrast with the age of its participants. Lovely performances from the pair really nail the humour, too.

However, some have criticised the work for allegedly bullying middle-aged viewers. Perhaps they fear some kind of US Capitol-style insurrection with hordes of millenials knocking gently on their doors.


Film Production: Smuggler Ⓟ Ⓦ
Director: Tom Speers Ⓟ Ⓦ
Producer: Jason Scanlon
Executive Producer: Sara Wallace
Managing Director: Fergus Brown
Editor: Ellie Johnson ♀ Ⓟ Ⓦ @ tenthree Ⓟ Ⓦ
VFX: Electric Theatre Collective Ⓟ Ⓦ
Colourist: Jason Wallis
Flame: Hani AlYousif
Sound Designer: Dan Beckwith @ Factory Ⓟ Ⓦ
Audio Producer: Becs Bell

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