ALDI revels in the spirit of generosity in latest ‘You Can’t Overcook Christmas’ campaign via BMF
ALDI Australia is encouraging Aussies to go all-out this festive season and feed the spirit of generosity in a new campaign via BMF, because when you shop at ALDI there’s always enough.
‘Overcooked Generosity’ forms the second installation of ALDI Australia’s ‘You Can’t Overcook Christmas’ campaign, which launched last year to celebrate the unbridled joy of Christmas.
ALDI is the one stop shop for Australians this Christmas with an exciting range of seasonal products available at the lowest prices, so customers never need to downsize or half-bake the festivities. The campaign call for Aussies to be excited for a main event with all the trimmings and adding those extra touches to the decorations – because at ALDI, Australians can afford to give big this Christmas.
Says Mark Richardson, marketing director at ALDI Australia: “At a time when Aussies will be auditing their festive plans to balance the Christmas they want, with the Christmas they can afford, ALDI plays a unique role in helping people Overcook their Christmas, without overcooking their budget.
“Aussies can have the Christmas they want while saving the money they need and not compromising on quality. Because at ALDI Christmas is about more than just savings, it’s about getting more for your money.”
Creative director at BMF, David Fraser says Christmas isn’t Christmas unless a few well-meaning relatives engage in a polite fight: “Overcooking such a simple truth felt like it would strike a chord with Aussies. And hopefully ALDI can help families have one less argument this year.”
The integrated campaign will roll out across key media channels including TV, outdoor, radio, digital, social, PR, catalogue, owned website, EDM, media partnerships, and POS.
ALDI worked with key agency partners BMF, Zenith Media and Ogilvy PR to bring the campaign to market across key media channels.
Creative Agency: BMF
Creative Team: Alex Derwin, David Fraser, Dantie Van Der Merwe, Josie Fox, Harry Stanford, Angel McMullan and Erica Mallett
Design Team: Lincoln Grice, Fiona McCleod, Alex Kidd, Yoon Park and Holly Jones
Planning Team: Christina Aventi, Anna Bollinger, Josef Wimberger
Account Service: Stephen McArdle, Aisling Colley, Rebekah O’Grady, Flora Fraser, and Kristen Henry
TV Production: Jenny Lee-Archer
Print Production: Basir Salleh, Karen Liddle, Julie Sorrell, Lauren Swaab and Simone Plaza
Finished Artist: Adrian Jobse, Amanda Perkin and Romi Carrera
Creative Traffic: Clare Yardley and Chris Burchett
Production Company: Good Oil
Director: Hamish Rothwell
Executive Producer: Juliet Bishop
Producer: Tracy-Lee Permall
DOP: Germain McMicking
Editor: Lucas Baynes and Phoebe Taylor – ARC EDIT
Post Production: Blockhead
Sound House: Rumble Studios
Sound Designer: Tone Aston
Executive Producer: Michael Gie
Music: ‘It’s beginning to look a lot like Christmas’ performed by Perry Como
Music Supervisors: Level Two Music
Publisher: Kobalt Music Publishing
Label: Sony Music Entertainment
Brand OOH
Production Company: Louis & Co
Photographer: Mat Baker
Producer: Louis Molines & Camilla Carey
Retoucher: Carl Baker
Retail OOH, Content and Social Production
Production company: Bantam Productions
Content Team: Nico Engelbrecht and Holly Whiteley
Photographer: Gavin Johns
Producer: Jasmin Connor
Retouchers: Kate Field, Rebecca Xu, Angus Whalan, Chris Moore and Jeni Rohwer
Animation: Max Lu
Media Agency: Zenith
Strategy & Planning Team: Sarah Heitkamp and Ryan Varley
Account Service: Katharine Titley, Joanna Szkurat, Alex Huxley and Emma Welch
PR Agency: Ogilvy PR
60 Comments
Killer!
Fresh and fantastic
A xmas ad with an insight! I truly loved this.
Wins again. Real story not music and dance montage. Thanks.
BMF is a great agency. But what makes this great work happen is good clients. Good on them.
Good agencies make good clients through advising them properly.
brand story telling at it’s BEST!!!
Granny flying up the stairs! haha Love it…
Well done all 🙂
Loved this. Congrats.
Great work.Good agency.Even better client.
Just shows up all the other Xmas work as being forgettable
and a waste of money.
Amen.
I love this so much. A fun insight escalated to its hilarious limit. Every little beat was surprising and joyful. Beeautifully shot and cast, it had me thinking of Everything Everywhere All at Once. Well done Angel, Erica, Josie, Harry and the rest of y’all I cant wait to see this bloody everywhere.
… of the two big competitors.
Love it. VLOP!
Can we also talk about the type treatment at the end? It’s perfect.
Smashed it again. Excellent work BMFers!
And Auspost
Maybe BMF staff should stop commenting. This is fine. Not bad. Not good.
There you are you grumpy fuck:)
Solid insight, solid execution
in every sense
I’m jealous
Green with envy
Great idea and execution
Well done all. Just a truly lovely xmas spot and I’m jealous
Very.very.good.
Sometimes a campaign is so good none of the cliches come out…brilliant work
…then I saw this.
Well done BMF & Aldi 👍🏼
Well done. Or should that be medium-rare?
Nice one BMF!
Every other agency doing Christmas ads (esp you Myer) take a look at this. Beautiful insight and even better execution, well done BMF.
A sequel better than the original. I love the restraint. It’s a lovely insight, executed hilariously. It’s so focussed and single minded. They didn’t try to shoehorn every Christmas item into the spot and it didn’t feel like a diversity box ticking exercise either.
…all at lunch
Ooft.
Well done
Saw this on telly last night.
It’s just great. Kudos.
The whole agency worked on it lol
Decent but still kind of aus bogan laughs without unique style. Prefer the Steve Ayson or Jeff low directed stuff.
So was this meant to be a fight scene? Took almost the entire commercial to get into it because everything on screen was so generic.
Needed to go much further to make this a hit. Throw someone through a window, cause a fire, run through a wall, have a bbq tong fight. Xmas tiggy isn’t enough. My kids will cringe at this.
Most punters would lose interest in the first half easily.
Concept quite good, execution was so so.
my favourite is still the Nick Ball spot with the sweaters. Also stills SO BRIGHT!!!!!!!
Let’s get real. Cross bogan Aussie ordinary with some matrix / kill bill moves equals hilarious for Joe Blow. Better than the other xmas ads but still creatively low for Australia. Basic bitch stuff.
Great to see the entire agency in the credits and comments.
Very fun work based off an actual human truth.
And no dancing in sight.
Continuing to set the bar in this category
Seems like the fight was a dance? Same thing?
Should have got more hectic.
I think these are fun. I also think they show the value of a brand having a pre-existing tone of voice. It gives the brand something to leverage or play off in these sorts of seasonal ads. Many of the other brands that are currently competing for attention around Christmas are coming from a starting point of zero brand personality.
Congrats BMF. Brilliant.
you are of course entitled to your opinion. But you just come across as a jealous creep who hasn’t experienced the moment being featured.
A moment 9 out of every 10 people experience on Christmas day. But then again, I guess they missed out because you weren’t there to save it, right?
Probably more constructive to look at critique objectively and contemplate if it has some truth or not. Then think how you could make the work 20% better next time. Bluntly defending stuff by assuming the critic is jealous of your brilliance is arrogant and naive?
This ad is decent, not bad at all, but i tend to agree it could have gone further and possibly got into the action quicker to capture the short attention spans of the punter. Maybe take that on board for next time. Well done for now though.
Disappointed the tall, handsome bloke in the green floral shirt and delicious moustache in the cover image didn’t get a feature in the 30″ spot. Other than that, this campaign is as skrong as a slab of overbiting luke-warm Rivet.
@@snooze
Have a sook.
My points still stand.
Struggling to understand what is jealous or creepy about saying it’s a very safe and bland execution of a good idea.
Fantastic. Congrats BMF.
Fantastic. Well done BMFers.
So good!! Congrats
the POC in me feels very seen. thank you BMF and aldi
Sick of this ad already. Fighting over a prawn. Come on. Take it down please.
This is great.
This had me grinning like a lunatic. The casting was perfect. Well done to everyone involved!
This is Aldi’s best ever Xmas campaign.
It could be Aldi’s best ever work.
It’s a simple premise – you can afford more delicious Xmas fare at Aldi.
The ‘No, you have it’ idea is a universal truth and the perfect demonstration of ‘Good. Different’.
And it’s beautifully directed.
What more could you want from a Xmas campaign?
Congrats all ‘round.
Not sure about this appraisal. Can’t think of all the aldi Xmas ads but i do vaguely remember some of the Gary Freedman ones interesting me personally more. Possibly enjoyed the old man endless cricket one by Rothwell a touch more too.
This one probably sits in the middle somewhere, not as bad as Santa’s in the pool, or surfing Santa’s but not as good as the ones I’ve mentioned plus some others. Definitely also not Aldi’s best work generally.
Not sure about the direction, i feel it’s a bit cliche and doesn’t have any super memorable or out of the box hilarious moments. Doesn’t go all the way in my opinion. 6.5 (maybe 7) out of 10 for me.
Great idea. Fun to watch. Should of had more Xmas theme , kids and pets to make it relatable around christmas lunch.
Man I hope one day I get to work with BMF! Great Agency.
I don’t get it? It doesn’t make sense.