Love Our Work: Mathias Upton-Hansen on the Emotion in Quaker Oats’ Spot

In 2023, two Australian agencies (Paper Moose and Innocean) joined forces to launch ‘Love Our Work’. The idea, a brainchild of Paper Moose’s creative director Jeremy Willmott and Innocean CEO Jasmin Bedir, was to inject a welcome dose of positivity into the way the industry talks about itself. 

LBB> Why do you like this particular piece of work? 

Mathias> People often talk about 'storytelling', but it's rare to find an ad that really shows the deep impact a well-told story can have. The Quaker Oats ‘You’ve Got This’ commercial made by Uncommon in the US is simple, it tells the story of a father and son on their ‘everyday’ journey together through life, and it is that simplicity and sincerity that really resonated with me. 

It struck a deeply personal chord with me as I had just lost my own father who I was incredibly close to. The pain of that loss was overwhelming, and I found myself yearning for anything that could provide a sense of comfort. This advert did just that, it didn’t just sell oats, it sold a feeling and a connection I had cherished and lost. It skilfully taps into the universal bond between parent and child, a bond that transcends geographies, cultures, age and experiences, touching the very core of what makes us human.

LBB> Does it solve a problem in a creative way?

Mathias> Oatmeal isn’t typically an exciting product, it’s a staple food, healthy and reliable, but not something that usually stirs deep emotions. However, this ad transforms oatmeal into something much more significant. The ad tells a story that taps into deep-seated family values, tradition, and the small rituals that define our lives. By focusing on a simple morning routine shared by a father and son, the ad evokes the timelessness of these rituals; rituals that are often passed down from generation to generation. 

It also reminds us of the small, everyday moments that form the foundation of our lives. These moments, while seemingly insignificant, are filled with love, care, and a sense of belonging, core values that are intrinsic to family life. Moments that often go unnoticed until they are taken away. Through this narrative, Quaker Oats becomes more than just a breakfast option; it becomes a representation of family, tradition and the comfort that comes with it. 

LBB> Does it make you jealous? 

Mathias> I’m not sure ‘jealousy’ is the right word, but it definitely made me feel something and isn’t that the whole point of what we do? To feel something! Anything! As creatives, our goal is to create content that stops people in their tracks, that resonates and fuels a reaction. This Quaker Oats ad did exactly that for me. It reminded me that the most compelling stories are often the simplest ones, grounded in everyday experiences and emotions that we all share.

But do I wish we’d made this, of course I bloody do.

LBB> What makes work great in your opinion? 

Mathias> For me, it's simple, I want to feel something! In a world full of noise, I want a piece of work to catch my attention, whether it’s by telling a compelling story or breaking conventions. 

Two of my all-time favourite ads are Cadbury's ‘Gorilla’ and Bud Light's ‘Wassup’. I love them for entirely different reasons, but they share one key element, they captured my attention. These ads were bold, defying the conventions of traditional advertising with the sole aim of resonating with their audience. Cadbury’s ad created a memorable moment, while Bud Light's went a step further, sparking a cultural phenomenon. I always love to think how the pitch meeting went down for these and what it took to convince the client to take a ‘risk’. The Quaker Oats ad on the other hand is more traditional in its execution, and tells a simple, compelling and relatable story. Ultimately, there is no single formula for creating great work. It’s about connecting with the audience and evoking genuine emotion because, at the end of the day, we’re all just human.

LBB> When looking for inspiration, do you believe it is important to look outside of your own agency? 

Mathias> Absolutely. Inspiration often comes from unexpected places, and it’s essential to look beyond the walls of our own agency to find it. We find that it often emerges when you least expect it, so it’s crucial to not only make time for it but also go looking for it. 

By stepping outside of our norm, whether it’s experiencing different trends and cultures, exploring new art forms, or simply engaging with people from diverse backgrounds, we open ourselves up to new ideas. We must challenge ourselves to see the world differently and accept that we are never done learning as challenges often lead to innovation.

One of our core values at Blacklist is ‘curiosity didn’t kill the cat’ as we encourage our team to embrace this mindset and be endlessly curious. By doing so, we ensure that our creativity remains fresh and relatable. In the end, it’s our openness to the world around us that fuels our best work and allows us to create stories that truly connect with people.

LBB> How do you hone your own creativity and foster the creativity of the team around you? 

Mathias> We know that you can’t always rely on that spontaneous magical spark of creative genius and that’s why we invest significant time doing research, gathering insights, and understanding the context in which our ideas will take shape. This research allows us to build strategies that guide our creative efforts, ensuring that our ideas are not only innovative but also relevant.

Our approach to fostering creativity within the team centres on collaboration, mutual support, and cultivating an environment that embraces diverse perspectives. We hold each other accountable, consistently pushing for excellence and encouraging everyone to think beyond conventional boundaries. 

We believe that great ideas can come from anyone, so encourage team brainstorming sessions, where experimentation is not only encouraged but celebrated. We embrace the fact that mistakes are a natural part of the journey and often lead to breakthroughs. But these creative leaps are always supported by the strategic groundwork we’ve laid, which gives us the confidence to experiment and innovate.