The Aldi ad that has everything – in it.

In Europe, retail chains’ Christmas ads are elaborate, fanciful…expensive & epic stories. In Australia, they’re catalogues with sparkly bits.

This year for Aldi, BMF has combined the two.

The idea is that The Perfect Christmas is, in fact, the Perfect Aussie Christmas – whose trappings are bought at Aldi.

To get there, BMF has created a two minute story about Johan, who has returned to his small snow covered village, Julbacken, after a trip to Australia – with all sorts of Australian Christmas ‘oddities’ like surfboards and budgie smugglers.

Australian customs don’t fit very well into a northern hemisphere Chrissy season, and Johan ends up frustrating the villagers. Then Johan introduces Aldi’s Christmas range – beginning with the perfect prawn. Eventually even the toughest Julbacken critic is a convert.

BMF creative director, commented, “Like any Aussie kid, I’ve grown up feeling our Christmas was inferior to that of our Northern Hemisphere brethren with their trademark white Christmas. It’s time we showed them what it’s like to have an Aussie Christmas and prove that it might just be the perfect way to celebrate Christmas. After all, who can resist a few ALDI prawns and lobster tails after a quick surf and some backyard cricket… even if you have no idea what you’re doing.”

Stephen McArdle, BMF managing partner added, “The challenge AldiI set us and themselves is to keep surprising and delighting customers with the offers, products and advertising we put in front of them. I don’t think we’ve ever delivered better against that challenge than with this Christmas campaign. It’s an absolute cracker!”

This is Aldi’s second major Christmas campaign, a much more upmarket and executionally ambitious effort than Surfin’ Santas. Its aim is to position Aldi as the complete go-to for everyone’s Christmas needs

It launched on Sunday November 9 with TV, outdoor, radio, catalogue, digital, social, print and POS. 

Creative credits:

Executive creative director: Cam Blackley

Creative director/ art director: Alex Booker

Copywriters: Mark Carbone & Philip Sicklinger

Production Company: Revolver

Director: The Glue Society (Gary Freedman)

Producers: Pip Smart & Ian Iveson

Executive producers: Michael Ritchie & Pip Smart

Post Production: Method

Music: Elliot Wheeler Turning Studios

Sound Production: Rumble Studios