Staff Reporters
May 29, 2018

2018 Cannes contenders: 'Pasta sauce' by BMF Sydney

This short ad from Aldi shows just how long a simple supermarket decision can take in the grip of choice paralysis.

2018 Cannes contenders: 'Pasta sauce' by BMF Sydney
We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.

Contender: Pasta sauce
Agency: BMF Sydney
Client: Aldi

Nominated by:

Rob Martin Murphy, ECD, Ikon:

Simple. Funny. And based on an annoying human truth—our tyranny of choice in life is laid bare in the pasta sauce aisle. Grazie, Aldi, grazie. May you be taking a shorter walk this June.

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