Quaker Oats Made These Ads So Ugly, You Can't Look Away

'The opposite of food porn'

Quaker gets gloppy and sloppy, as only oatmeal can, in new “Deliciously Ugly” ads popping up this week around the U.K.

Creative studio Uncommon, always up for some OOH mischief, supplies deliberately unattractive product pics and headlines like “Beige AF,” “Hot Mess” and “Fugly.”

No beauty shots here. Some might call it discomfort food.

The lumpy stuff seems loathsome—yet lovable?—spilling from spoons and bowls.

Uncommon assures us no retouching or AI tricks were used to capture those images. We can believe it.

“We designed these humorous posters to push Quaker’s ‘Deliciously Ugly’ campaign to its limits, following on from the iconic but hideous ‘Porridge Dress’ at London Fashion week,” notes agency CCO Scott Dungate. “The headlines channeled the many ‘ugly-isms’ found in British slang, and redirected them to our bowls of admittedly ugly but delicious oats.”

In all, 40 inviting/offensive ads will be turning stomachs and tempting taste buds for the next few months.