In Australia Aldi’s Christmas campaign leverages seasonal Ashes series excitement with a bold supermarket category commercial that mimics a cricket promotion.
Aldi’s ad is the story of one man’s obsession with winning backyard cricket: Doug’s stubborn, superb innings spans a staggering 40 years and attracts huge crowds who spectate and share a Christmas feast while watching him bat.
The temptation of a Christmas meal finally proves too much for him and Doug gives up his wicket to share in the festivities.
The campaign, developed by agency BMF, introduces the tagline ‘The More the Merrier’ and sees a crowd building in a bid to celebrate sharing seasonal celebrations with drop-ins and tag-alongs at Christmas (cricket).
It is spearheaded by TV work with both a 90-second
and a 45-second hero commercial.
supported by digital display, outdoor and social amplification,
There's only one thing that can bring a game of backyard cricket to an end… #Christmas #ALDITVC #ALDICHristmas #ChristmasCricket #Cricket pic.twitter.com/ki1NimE5I6
— ALDI Australia (@ALDIAustralia) November 12, 2017
as well as POS work, plus eDMs, catalogues and a dedicated site.
The BMF team working on the campaign included ECD Cam Blackey, CD Alex Derwin and ACD Rosita Rawnsley-Mason, as well as copywriters Hans Christopher Berents and Tom Johnson, designer Matthew Hughes, executive planning director Christina Aventi, head of planning Hugh Munro, planning executive Kellie Box, MD Stephen McArdle, group account director Toby Hussey, account managers Rose Flowers and James Arnold, account exec India Gates and senior agency producer Emma Friend.
The spot was directed by Hamish Rothwell and the production company was Goodoil, with post by ALT FX, music by Elliot @Turning Studios and sound design / audio post by Tone Aston @Rumble Studios, the print art buyer was Basir Salleh and the photographer Gavin Johns.
“It’s been a big year for Aldi. We’ve launched a new brand positioning, rolled out a new retail platform, and managed to squeeze in the implementation of a new global logo – alongside our regular campaign activity. Now, it’s time to tell a good old-fashioned Christmas story that’s celebrating an authentic Aussie legend, ” says BMF creative director Alex Derwin.
“We’ve celebrated the joys of the perfect Aussie Christmas for the last 5 years. We’ve stayed true to that, but moved it up a notch. Enter stage left an epic Christmas fable done in a perfect Aussie way that invites everyone to join in the festive feast of Merriment. We’re very proud and we hope it tickles your fancy,” says BMF MD Steve McArdle.
Aldi spokesperson adds: “Our Christmas campaigns have contributed significantly to business growth over the last couple of years. This year we’ve found a fresh take on Christmas in Australia that will entice even more shoppers to explore ALDI’s Christmas range and experience the category leading prices.”
Comment:
This campaign follows on from last year’s humorous ad approach through a family of super enthusiastic Americans called ‘The Tinkletons’.
But this year’s festive season has no time for yanks, because the Poms are here for an Ashes series.
Are England’s bowlers having nightmares about Australian openers bating for so long…..?
Links:
Aldi
https://www.youtube.com/user/ALDIAustralia
https://twitter.com/ALDIAustralia
https://www.facebook.com/ALDI.Australia
BMF
