Creativity

A Carrot Goes on an Epic Journey Across the Dinner Table in Aldi's U.K. Festive Spot

A More Whimsical and Traditional Approach From the Challenger Retailer

By Alexandra Jardine. Published on Nov 07, 2016

Editor's Pick

An adventurous carrot (who doesn't want to be part of the Christmas roast turkey meal) sets out to meet Santa in Aldi's U.K. holiday spot, embarking on an epic journey across the dinner table.

Narrated by much-loved English actor Jim Broadbent (perhaps best-known to international audiences as Bridget Jones's father, and Horace Slughorn in "Harry Potter" ) the tale is accompanied by the familiar John Williams' "Home Alone" soundtrack as we see the carrot negotiate various Aldi foodstuffs as if they were peaks and rock faces until finally his dream comes true. Whimsical and heartwarming, it reminds us a little of children's classic "Stick Man" by Julian Donaldson.

Aldi teased the spot in the days before it broke with the hashtag and Twitter account "Kevin the Carrot," even slyly suggesting that the trails might be for the new John Lewis ad (which is due to launch later this week) with tweets like "Orange is the new 'Man in the Moon."

While it may not be quite up to the Dougal Wilson/John Lewis standard, the spot is a little more traditional than Aldi's previous rather irreverrent approaches to Christmas advertising (indeed, last year it spoofed John Lewis) and is likely to have mass appeal; and given Aldi's transformation from challenger brand to mainstream retailer in the U.K., it could be a smart move.

The spot is by McCann Manchester, and directors were Todd Mueller and Kylie Matulick at Psyop/Stink.

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About

Credits

Date
Nov 07, 2016
Agency:
McCann U.K.
Client:
Aldi
Marketing Director:
Adam Zavalis
Managing Partner:
Simon Buchanan
Account Director:
Laura McKinlay
Executive Creative Director:
Dave Price
Executive Creative Director:
Neil Lancaster
Executive Creative Director:
Rob Doubal
Creative:
Clive Davis
Creative:
Andy Fenton
Planning Director:
Theo Izzard-Brown
Planning Director:
Jamie Peate
Agency Producer:
Lucy Moore
Production Company:
Psyop
Production Company:
Stink
Director:
Todd Mueller
Director:
Kylie Matulick
Media Planning and Buying:
UM Manchester

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