ALDI launches new ‘Home of the lowest prices’ campaign with talking computer via BMF
ALDI has always stood for everyday value at the lowest prices but needed to continue positioning the brand as Australia’s lowest price supermarket.
The result? The ‘Home of the lowest prices’ tagline and campaign, led by a commercial starring a talking supercomputer (directed by BMF creative director, Alex Booker) that could have only come from ALDI.
VIEW THE SPOT
Says Booker: “Most creatives would turn their nose up at a retail template brief. But this is ALDI and the normal rules don’t apply. I’m proud of the fact we were able to take the annoying clichés of retail – loud noises and flashing lights – and turn them into something entertaining that’s true to ALDI.”
Says ALDI spokesperson: “In the world of ALDI, anything can happen. Bears talk, the Aussie Christmas is transported to the northern hemisphere and now, a talking supercomputer has a meltdown when confronted by ALDI’s low prices. But behind the inventive creative there’s always a strong, retail message. This campaign will help confirm ALDI’s everyday low price positioning in the fun and quirky style ALDI has become famous for.”
Says Stephen McArdle, managing partner BMF: “Retail is a hard nut to crack, especially in the highly competitive and reactive supermarket category. These ads reinforce that ALDI’s tone of voice will always make great value stand out.”
This campaign launched with a series of TVCs, radio, catalogue, digital, social, print and POS.
Executive Creative Director: Cam Blackley
Creative Director: Alex Booker
Copywriter: Jonty Bell
Planning: Ali Tilling
Managing Partner: Stephen McArdle
Group Account Director: Jonny Bucknall
Account Director: Aisling Salmaggi
Account Manager: Hayley Basham
Designer: Lincoln Grice
Agency Producer: Jenny Lee-Archer
Director: Alex Booker (BMF)
Producer: Alex Hay
Production Company: Rabbit Content
Post Production: Method & White Chocolate
Editor: Mark Bennett (Method)
Music: Production Library
Sound Production: Rumble Studios
DoP: Hugh Miller
9 Comments
ouch.
On the same day the Woolworths spot comes out…
Not really fair doing entertaining, creative retail while some singer is forced to degradingly be bad at sports before breaking into a mind-numbing dance.
That’s a shame, you were going so well there for a while.
I think it will work. I like it.
What’s going at BMF these days
I never thought I’d say it, but give me Samantha Jade over this.
…. It’s not bad. Beats a jingle.
Computer says NO.
The prices are so low the computer can’t compute. Much like when people don’t understand how prices can be so low? I dig it.