ALDI is ‘ready when you’re not’ in new TV commercial for its Mamia nappy range via BMF
Babies have an innate ability to choose the most inappropriate time to make use of their nappy. In BMF’s new campaign for ALDI’s exclusive Mamia range, babies have been captured pulling ‘that face’ which every parent will instantly recognise using the tagline ‘Ready when you’re not’.
The campaign kicks off Sunday 28 October with TV, print, catalogue and online advertising across Kidspot, Mother & Baby and Birth websites. The campaign aims to raise awareness of the Mamia brand, which is already favourite with Australian families.
Says an ALDI spokesperson: “Every parent knows that a reliable nappy is essential when venturing out in public with your baby. It’s been a fun and collaborative process working with BMF in turning this insight into a Mamia nappy campaign that parents will love.”
Says Carlos Alija and Laura Sampedro, BMF joint executive creative directors: “When you’re a parent, you know real life is far from the happy, phoney images you usually see in nappy ads. We hope this campaign, along with our upcoming campaigns, show ALDI as a brand that relates to real people and their sense of humour.”
Good stuff for retail.
Ahh this is amazing!!! So true!
Laugh? I nearly wet myself. Lucky I had my Depend on.
First solid to leave the poo factory in a while. well done
I’ve seen every single one of those expressions on clients’ faces in meetings.
Now I know why.
Not just another toilet break. Well done.
yep, really nicely done
Now that is a great ad.
I’ve got six kids and these are insightful, funny and very, very well observed.
Proper ad. Simple, insightful and outrageously well executed. Will sell some stuff and should win some stuff.
Gold. That’s what you hire two Spaniards for. Well done BMF.
I’m a fan. Great job BMF and Scott Pickett.
It’s just rather insipid I’m afraid.
I like it. It’s simple. It has a truth.
It could be criticised for being generic and just having the brand as a tack-on at the end, but … I like it anyway.
My bubba holds her nose after having a poo to let us know she needs changing btw. I just thought I’d let you know that. Baby ads make me want to talk about my baby.
12.06. don’t be afraid
Nice spot Scott and well done BMF
gr8 ad, it makes me smile……. i use mamia nappies for my 11mth old love aldi & their products
wow , couple of great ads , what a start for this team. great hire.
but what is the music?