Matthew Miller
Nov 4, 2014

Cartoonish characters elegantly explain mobile plans

AUSTRALIA - A pirate, a mime and a knife-wielding recluse swiftly communicate the benefits of tailored mobile-phone plans in a new campaign by BMF for ALDImobile.

Client: ALDImobile

Agency: BMF

Market: Australia

Campaign scope: Three 15-second TVCs (the window above will play all three before continuing on to show other work by the agency), digital, print (see below), in-store

Communication challenge: The carrier wants to make people aware of its plans tailored to particular mobile users, such as those that rarely make phone calls or (conversely) never text.  

Press release quote: Alex Booker, BMF creative director: "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.”

Comments: In a world overloaded with mobile-plan advertising that either focuses on the phones, promises nothing beyond aspirational productivity or gets bogged down in plan details, these ads stand out for their succinct delivery of the brand's message. We just have two questions. Why does the universe not implode when the mime speaks out loud? And what does the parrot say (we don't speak Aussie Parrot)? 

Previously: We also enjoyed this earlier effort by the same client and agency: ALDI Australia equates new mobile service with existing products, such as lettuce 


Executive Creative Director: Cam Blackley
Creative Directors: Alex Booker & Philip Sicklinger
Copywriter: Mark Carbone & Martin Svane
Art Director: Felix Holfve
Managing Partner: Stephen McArdle
Group Account Director: Jonny Bucknall
Account Director: Aisling Salmaggi
Account Manager: Hayley Basham
Planning: Sarah Hood
Agency Producer: Mel Herbert & Katie Harper
Print Producer: Louis Molines
Art Buyer: Basir Salleh & Tania Sinovcic
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
Advertising and PR Director: Sam Viney


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