Ad Nut
Mar 23, 2018

In which Ad Nut is gradually won over by Aldi's 'epic' weirdness

The Australian grocery chain and its agency, BMF, show admirable commitment to the bit, as comedians would say.

Sometimes it takes a while for something to catch on. You don't think much of a new song until the third listen, and then you can't get enough of it. Or you're lukewarm about a new TV show until you get to episode four, and then you go 36 hours without sleep to binge the series.   

The effect is especially strong in comedy, to the point that comedians talk about "committing to the bit": going all in, in terms of enthusiasm and repetition, when they feel confident a gag will catch on.

Such is the case with the 'Epic reminders' campaign launched back in November by Australian grocery chain Aldi and its agency BMF. The first couple installments didn't do much for Ad Nut. See 'Playdate" (below) as well as Fridge and Knot. Amusing. Nothing more.

An additional entry, 'Door frame', released in January, ratcheted up the absurdity to a more pleasing level, but Ad Nut still didn't think it worth sharing with Ad Nut's legions of avid readers.

Finally this week, the new TVC at the top of this page, 'Face', and the simultaneously released 'Tie' (below), broke through Ad Nut's reticence.

The whole is indeed greater than the sum of its parts; the overall campaign looks smarter and more arresting now that more examples—increasingly surreal examples—are available. Is it award-winningly brilliant? Nah. But it's fun, and you have to admire the brand for sticking with it.

In particular, Ad Nut beseeches you to listen to this supercut of radio spots:


Executive Creative Director: Cam Blackley and Alex Derwin          
Creative Directors: David Fraser and Dantie Van der Merwe
Designer: Matthew Hughes
Head of Planning: Hugh Munro
Planning Executive: Kellie Box
Managing Director: Steve McArdle
Group Account Director: Toby Hussey
Account Director: Sid De
Account Manager: James Arnold
Account Executive: Rebecca O’Hanlon, Sammy Hall
Agency Producers: Jenny Lee-Archer
Director: James Dive
Production Company: Scoundrel
Executive Producer: Kate Gooden
Executive Producer: Adrian Shapiro
DoP: Germain McMicking
Post Production: Blackbird
Editor: Dan Lee @ The Butchery
Sound: Rumble Studios


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