The three 30-second spots, named ‘Granny’, ‘Blokes’ and ‘Teenagers’ respectively, feature people using other items sold by ALDI in place of a phone. Examples: A tissue box, chocolate, an egg carton, a head of lettuce.
The idea is to transfer the brand's reputation for great prices on high-quality products to the telco market, which is known for expensive, complicated plans and hard to decipher call rates, according to the company.
The campaign is supported by TV, catalogue, POS and digital.
Carlos Alija and Laura Sampedro, joint BMF ECDs, said the challenge was to come up with a launch campaign able to stand out in the category, whilst creating a solid link with the master brand.
“In launching ALDI Mobile, we have tried to keep everything simple for our customers,” said an ALDI spokesperson. “We are really pleased that the advertising retains this simplicity, yet is also very watchable.”
Managing partner Steve McArdle
Executive creative director Carlos Alija and Laura Sampedro
Head of art Sian Binder
Creative team Tim Smith & Simon Koay
Designer Iva Madderom
Planning Alison Tilling
Director The Glue Society (James Dive)
Production company Revolver
Post production The Editors
Agency producer Jenny Lee-Archer
DoP Tim Tregoning
Editor Dan Lee
Photographer Brock Elbank
Producer Adrian Shapiro
Art buyer Tania Muller
Music & sound production Sonar Music
Print producer Deborah Meighan
Business lead Samuel Viney
Account director Aisling Salmaggi