ALDI invites Aussies to ‘go big on the little things’ this Christmas in new campaign via BMF
ALDI Australia is celebrating all the little things that make a Christmas spread feel special in a new Christmas campaign via BMF, because with ALDI everyone can afford to ‘Go Big on the Little Things’.
From potatoes to prawns and everything else in between, ALDI’s extensive range of quality, seasonal products available at the lowest prices means Aussies can give every dish on their table main-character energy this festive season.
With new research* from ALDI revealing 7 in 10 Aussies (73%) look forward to the sides just as much, if not more, than the main protein itself, the campaign calls for Aussies to be excited for the main event by championing all the trimmings that make the full Christmas feast so special.
Says Jenny Melhuish, marketing director, ALDI: “From the beloved sides to feasting favourites like the ham or the turkey, Aussies can have the Christmas they want by shopping with ALDI, making substantial savings and without ever comprising on quality.”
“This year, we want shoppers to be able to go big on the little things without going big on their budgets in the process. This can easily be a reality for all Aussies by simply making ALDI their one stop Christmas shop this festive season.”
Says David Fraser, executive creative director, BMF: “A ham and turkey without sides is just a ham and turkey. They only become a Christmas feast when they’re surrounded by a plethora of sides. So it felt good to give sprouts and potatoes the limelight for a change.”
Created in partnership with BMF, Zenith Media, and Ogilvy PR, the integrated campaign will air across TV, cinema, radio, OOH, social, owned channels, and PR.
Client: ALDI Australia
Creative Agency: BMF
Content Production: Bantam Productions
Production Company: FINCH
Director: Christopher Riggert
Music Supervision: Level Two
Music and Sound House: Rumble Studios
Editor: Jack Hutchings @ The Editors
Post Production: Fin Design & Effects
Production Company: Louis & Co.
Photographer Jamie MacFadyen
Retoucher: Cream Studios
Media Agency: Zenith Media
PR Agency: Ogilvy PR
87 Comments
Say what you want, we all wish we could have this much creative licence.
Who is the boy on the bus in the Aldi add and on the billboard in the middle
That’s what I wanna know too. His voice is phenomenal!
I preferred the Sandstorm one.
good.
different.
like the strategy.
i can only afford to go big on the little things this year.
bit weird. but that’s not a bad thing.
thanks for making the 60s worth the time.
A Christmas ad worth watching! Love the potato!
Scariest thing I’ve seen all year. Terrifying different.
That’s just weird….and I don’t like.
Terrible advertisment. The crying man and potato head are the worst part.
Exactly my thoughts! I switch it over every time it starts. It’s beyond stupid
Dreadful ad, soon as I see it I change channel
Can not understand a word they say
The sides of my life! Genius. That will be a code. Potato head interesting.
This is incredible.
THIS IS FANTASTIC
Finally a great advert to watch! The song is clever and the ad(s) will stand out for sure. Cleverly done, just loved it!
Of a client to push out work like this. Even if you don’t like it, the song will be stuck in your head
…terrible execution.
My oven talks to me as well. love it.
Nice creative work, but not sure anyone’s gonna want to eat that potato
Thank you.
Consistently Good Different. If only all clients empowered their agency like Aldi. And whoever in the comments section said the execution was crap, what are you talking about!? It’s awesome… Letting some of the singing be slightly off-key is one of those nice little touches that keeps Aldi grounded and unlike the majority of nauseating xmas ads.
Is the potato supposed to look like Putin??
to not see another smiling family around a dinner table. The potato:)
Basing your entire idea on a bad pun is neither good or different.
Can you please make the potato an ai chat-bot
It’s so weird… Makes everything else out there look very safe…
People will re-watch this
Got to be honest, this feels more like a Coles ad than what we expect from Aldi..
Thankful that we have Aldi each year to bring us something memorable and interesting at Xmas, as opposed to the usual generic boring executions. Love the insight and clever use of music. It’s sooooo catchy I can’t get it out of my head.
Can’t wait to see all the award entries for this claiming credit for revenue generated from new store openings
Revenue in Aldi’s award papers has always been measured on same-store sales.
Literally for years.
Nice one BMF!
How’d you get a new CMO to buy this? She’s clearly got the hang of it pretty quickly. Well done to all.
Banger
Something new and exciting in the mix this Christmas. Well done ALDI and BMF. Brave, catchy and damn right entertaining.
This campaign will probably be polarising, and that’s EXACTLY why it’s so f*cking good.
Sure, there’s some nice Christmas work out there that most people look at and say ‘that’s nice’.
But nothing comes close to being as impactful as Aldi in this market.
If only my young dumb self had known that by leaving BMF I’d never get to work on fun shit like this again -great client who doesn’t take being a supermarket too seriously and empowers their agency allowing them to make fun stuff -this add makes me happy and that’s what Christmas should be about!
Max and Amanda!
As per
I’m sure they know it, but not as great as the previous years. Feels a bit cliented in comparison. But still good.
THE POTATO! love
Inspired casting of Peter Dutton.
The design on the OOH is impeccable and brings the appetite appeal to the table
So it’s ok for Aldi to use the Woolies Xmas (2023 & 2023) line “it’s the little things”, but it’s a problem if Woolies shoot a xmas pageant ad cos Sainsbury’s made one 5 years ago on the other side of the planet. LOL.
Are allowed to throw stones, I can’t even remember a single woollies ad. Woolies can’t be compared to this it’s not even in the same league.
Doesn’t that just demonstrate that the strategies have come out somewhat similar, but the execution makes all the difference? This one is fun and fresh, while I needed to watch the Woolies one just to reacquaint myself. Bravo to ALDI!
Bad singing makes me feel uncomfortable.
ALDI once against proves the value of strong business partnerships. You can’t make back to back great work by luck. Well done to all involved. P.s love the talking oven
Cringe
This is the real Roy. Please don’t use my name to be an asshole. I’m sure your own name works fine. It’s probably synonymous with asshole.
This is Roy. Don’t pretend to be me. I don’t say “cringe”. I’m not 13.
Why is no one talking about the oven? i want to be his friend
Well played Jenny and BMF. Your first Christmas campaign together and you’ve created something big, bold, brave and distinctive. (And reason to shop at Aldi naturally integrated). Well done.
Different doesn’t equal good. Pacing makes the singing sound even worse. Boycotting Aldi until this ad is off air.
God this is weird but in a good way. Love it
There’s so much about this campaign to like. Great strategy, beautifully executed and good different. The right amount of weird we’ve come to love from ALDI. I’ve been singing this bloody song all day.
This ad is a superb illustration of ‘Signalling Theory’, which made possible a new understanding of world markets,
here using David Cronenberg parody and in-jokes, Gestalt awareness, the trope of ‘Alice down the rabbit hole’/ ‘Gulliver’s Travels’ ‘large/small satire , metaphors, anecdotes and subliminal mental processes. A profound work of dirty dancing.
I wish we lived in a country where music production wasn’t so pedestrian. Done in the UK or the US this would have been a 9/10. You go to all the trouble to source a song and barely match the sonics…
Love this ad, well done Aldi!
Cudos to the casting, the potato is brilliant. Best “side” acting job I’ve seen. 😉
Not to put a damper on the fanfare but I’m a long-time lover of Aldi ads and this is a rare miss for me. It feels like it’s trying way too hard to be weird, it’s confusing and generally just not that funny. This looks like an ad made for ad people but I can see the average shopper just thinking it’s a load of nonsense. Love the ambition but this execution falls flat.
Agreed. I normally love Aldi ads, but I cannot stand the execution. Rush to mute the TV as soon as I hear the opener. Given the most recent batch of TVCS this isn’t just disappointing, it’s down right irritating.
Both are brilliant and should be made into merch.
YES!!!!!
Why do they turn into little people and grotesque product porn halfway through? And why do you have two comedic twists / beats / pauses after each other? The oven then the strawberry gag? Is it just to fuck any rules and do whatever you want or is it a genuine part of the storytelling?
Agree with Yaya, for some reason in Australia, creatives think shitty music production is funny, but sometimes is just plain shitty.
Sorry BMF,but this falls painfully short of the standards set in bygone Christmas campaigns,all of which I’ve loved.Sheer lunacy is not comedy.This work did not make me smile let alone laugh.Something or someone at Aldi must have changed.To be fair there are worse Christmas ads this year.
This film is all over the place. If the idea is ‘Go Big on the Little Things’ why have you shrunk the people down at the end?
Lot of sing song montages going around lately. As with the Apple one i just watched, this feels flat and uninspired. Lazy writing.
It probably comes down to inadequate budget for a blow out idea.
Using software synths instead of real instruments aside, at least they could master the track so it doesn’t sound like pins coming out of your speakers. It’s not just this ad, it’s almost every ad in Australia. Where is the polish? It’s as if the default is LOUD LOUDER LOUDEST!! No nuance to the mix or arrangement. Sorry, it’s the only thing I really miss about the UK.
totally agree – just watched steve rogers’ apple ad and then this. the apple stuff does it so much better. this is just odd, grating, and feels half baked
Total rubbish. The UK one is far better!
I think the ‘polish’ for music in Australia comes down to shitty timelines / agencies not standing up for it. It’s usually the last consideration in the budget. The final VO is recorded 2 hours before despatch. That’s nowhere near enough time to mix everything in properly and get a second pair of ears to have a listen, let alone send a song out to be mastered. A BAFTA / Grammy winning composer wrote a beautiful score for me once. He needed an extra day to record the instruments with a real orchestra and have it mastered — at Abbey Road. Because of that, the agency producer cut him for an emergency job at a local chop-house and it absolutely wrecked the ad. Music is important. Sonics are even more important. It sounds annoying or ‘grating’ because it’s full of frequencies that are annoying to our ears. At some point brash, balls-to-the-wall retail sound houses were what ‘cut through’ and probably what ‘Singo’ wanted. Unfortunately we accept it as standard now.
The differences between the US/UK and here are pretty simple. One, budgets. Even an average script can be made amazing with lots of money. Two, talent. You can access the same directors, actors and crew who work for the BBC or Hollywood. Three, audience. The US and UK are way less uptight than us and their comedy is a bit more sophisticated than, for example, one actor playing multiple characters in a high school, including yellowface and blackface.
🥔🥔🥔❤️❤️❤️😍😍😍
#FreeThePotato
The talking potato.
Stoner advertising moment.
Massive respect.
Dreadful advert, I hate it, the potato head is just creepy!
Agreed, terrible ad, downright creepy.
Love this new Ad , brilliant. I laugh each time I watch it.
The Potato my fave.
All I can say, is thank goodness for the mute button
Is the singing potato comedian Tommy Little? Play on words too with this year’s slogan.
LOL this ad is creepy af.
Sorry I cannot understand what they are singing in the add. The big vegetables are interesting but it doesn’t make sence.
What a pathetic joke of an add campaign! its typical of the usual rif raf from a multinational!! I don’t use Aldi and would do my best to avoid the Big 3 rip-off cartels, look for local suppliers/co-ops and support them.
Who is the comedian who is the face and voice of the potato?
I absolutely hate this advert. It is just plain creepy. Gives me a bad association every time I think of ALDI… which is very unfortunate. That potato, and the water crying face… is traumatising.
Yeah this ad is cringy af. So annoying when it comes on which is what they try to achieve I guess. The dude with the bowl of onions crying all weird like and singing all weird like is so off putting. I can’t even do this ad in my life. Gross
This commercial is the worst! It is Grose ! Makes me cringe !