Sick of Americans whinging that Christmas down under doesn’t feel real?
I mean, we take on their “cheesy American white Christmas movies,” very politely – even the reruns. We join in their carols about sleighballs and snow. We put on Santa’s North pole chill preventing red suit with its white fur trim and big black boots – even when it’s pushing 37 degrees.
It’s still not enough for Americans.
In fact, a bunch of howdy doody carolling Americans, the Tinkletons, have invaded Aus in appalling Christmas jumpers to “fix” Christmas.
But you know what? Once they saw what we have, their smugness faded. And the clincher wasn’t necessarily our perfect Aussie weather, backyard barbies and swimming in the pool while Christmas lunch cooks, but Aldi’s luxury range of delicious tiger prawns, garlic butter lobster tails, half leg hams and fudge.
Meet the Tinkletons:
“To an outsider, an Aussie Christmas feels weird and wrong, but when you get used to the sunburn and speedos you realise just how special it is. It’s an insight we’ve used before, but this year we’ve put it on steroids. The Tinkletons are a device that allow us to show the Perfect Aussie Christmas through a new lens. An all-singing and dancing, theatrical new lens,” stated BMF creative director, Alex Derwin.
The Tinkletons remain hell-bent on improving our Christmas. But now their advice has taken an Aus-humorous turn:
…even on radio:
“When the team presented an idea for Christmas (in April) that was best described as Glee meets The Griswalds, yet unmistakably ‘ALDI’, I thought Christmas had come early – which of course it had. Our thanks to the client, yet again, for demanding something that nobody else would make,” commented BMF managing director, Steve McArdle.
Sam Viney, ALDI marketing director added, “By offering quality Christmas products such as prawns, hams and pavlovas, at prices that everyone can afford, ALDI is uniquely placed to celebrate everything that’s great about Australian Christmas. And what better way to dramatise this by throwing a fish-out-of-water Northern Hemisphere family into the mix… If they can be converted, who can argue with the fact that Nothing beats the perfect Aussie Christmas?”
The campaign launched with a combination of long form and series of retail TV ads and is supported by social content, print, radio, display advertising, OOH, POS, ALDI catalogues and www.aldi.com.au/christmas.
Compare and contrast (because you can. Here’s the Aldi UK Christmas ad):
Credits Aldi Australia Christmas:
Agency: BMF
Executive creative director: Cam Blackley
Creative director: Alex Derwin
Creative team: Hans Christian Berents, Gooch Richards, Rosita Rawnsley-Mason, Lucy Chappell & Ben Pearce
Designer: Matthew Hughes
Head of planning: Hugh Munro
Managing director: Stephen McArdle
Group account director: Toby Hussey
Senior account directors: Aisling Colley & Peitra Withaar
Account executive: Kellie Box
Agency producer: Jenny Lee-Archer
Production Company: Finch
Director: Nick Ball
Producer: Camilla Mazzaferro
Mangaging director & executive producer: Corey Esse
Production designer: Neville Stevenson
Production manager: Amanda Yu
Post production & VFX: Drew Downes @ The Refinery
Editing: Jack Hutchings @ The Butchery
Music & sound production: Rumble Studios
Sound design: Rumble Studios
DoP: Lachlan Milne
Art buyer: Basir Salleh
Photographer: Gavin Johns
Media: Maxus
Client: Aldi
Marketing director: Sam Viney
Marketing manager: Kylie Warnke
Marketing assistant: Katherine Franulovich
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