To not understand those Oxo melts ads?

[ouryve]

Why does a pan of rubber ducks transform into mashed potato with one in?

And who the fuck would chop up a recorder to make some sort of casserole with?

I really like them!

But what are they supposed to signify?

I understand you OP. I always think who wants to eat buttons!?

I came to the conclusion their message is that by adding the oxo melts you can transform any dish regardless of what it is. However you'd need a bloody bucketload of them to make rubber ducks edible.

Now real ducks.... yum!

The idea was stolen/borrowed from an animator called PEZ who makes really cool youtube videos like that, which are worth a watch and he has been around about 4/5 years.

Oxo just kind of... ripped it off.

It is a brilliant visual idea - just makes no sense in terms of the product. Ripped off is very apt, in that sense really. If it was a popular meme, then it would seem more obvious, but in this context, it comes across more as imagery for imagery's sake.

And by popular meme, I mean something like when a phone provider (O2?) used the whole idea of a set up crowd bursting into dance - it was a concept that people were already familiar with.