Aldi ads are quirky. That helps them stand out. But what gives them an even sharper edge is the strategic thinking behind the humour behind the executional eccentricities.

Choosing a mobile plan is really difficult. Are you getting enough data? Too much text? Not enough talk? Most providers tempt by pumping up the tyres of the one they think their market wants most.

ALDImobile offers plants that fit right. And BMF makes sure that all mobile users know about that.

A mime artist can’t talk. A woodsman doesn’t use data. A pirate with two hooks for hands…struggles with those little text buttons.

Alex Booker, BMF creative director, commented “ALDImobile gives us two lessons in this latest campaign: the first being you shouldn’t have to pay for parts of a mobile contract you’ll never use, and the other being that you shouldn’t go full pirate as it will greatly affect your ability to text.”

“What better way to convey the key attributes of ALDImobile’s new plans than via a French mime and his invisible cat, a two hooked pirate and a wood carving mountain man who’s never lived with people, let alone heard of email?” BMF managing partner, Stephen McArdle, added.

ALDI’s view is, “Ultimately ALDI wants to deliver good value and the mobile market confuses what good value is. Here we want to highlight unnecessary waste and how you can find a better value fit.”

Each of the three different mobile packages has its own 15 second TVC under the banner, “ALDImobile, find the plan that fits”, with more ads to come.

Creative credits:

Agency: BMF

Executive creative director: Cam Blackley
Creative directors: Alex Booker & Philip Sicklinger
Copywriters: Mark Carbone & Martin Svane
Art director: Felix Holfve
Agency Producer: Mel Herbert & Katie Harper

Director: Jeff Low
Production Company: Louis & Co
Production Company: Rabbit Content
Producer: Lucas Jenner
Post Production: Method
Editor: Mark Bennett
Music & Sound Production: Tone @ Rumble Studios
DoP: Peter Eastgate
Photographer: Mat Baker