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Aldi’s Americans try to take over Christmas in new work by BMF

Aldi has tackled the Americanisation of the traditional Aussie Christmas head-on with a crazed campaign featuring a frightening family of Americans trying to change our ways.

aldi-christmasThe latest instalment of the cut-price retailer’s increasingly ‘out there’ marketing efforts, created by BMF introduces the Tinkeltons, who barge into a family home and try to turn the traditional Aussie sun-soaked Christmas into something reflecting the worst American nightmare.

The ad opens with the Tinkleton family arriving at the front door of and unsuspecting Australian family, dressed in matching sweaters, sporting eerie smiles and singing their own version of ‘We Wish You a Merry Christmas’.

“We bring you a merry Christmas, because this isn’t very Christmas, you Aussies are weird”, they sing as they invade every nook and cranny of the house seeking to impose a snow-swept American yule.

“We won’t stop until you get one, we won’t stop until we’re all done,” they continue.

The ad attacks everything from barbecues to budgie smugglers before the Tinkletons are finally won over to an Australian Christmas complete with prawns ands beer.

Anchored by a 75-second main ad, the campaign also includes a series of product-focused 15-second executions, including:

Champagne:

Fudge:

and Lobster tails:

Aldi has backed the campaign with a series of radio versions and will support it with print, out-of-home and social.

BMF creative director Alex Derwin said that the campaign aimed be a mix of Glee meets the Griswolds from National Lampoon’s Vacation series of movies.

“To an outsider, an Aussie Christmas feels weird and wrong, but when you get used to the sunburn and speedos you realise just how special it is,” Derwin said.

“It’s an insight we’ve used before, but this year we’ve put it on steroids. The Tinkletons are a device that allow us to show the ‘Perfect Aussie Christmas’ through a new lens.”

Credits:

  • Executive Creative Director: Cam Blackley
  • Creative Director: Alex Derwin
  • Creative Team: Hans Christian Berents, Gooch Richards, Rosita Rawnsley-Mason, Lucy Chappell and Ben Pearce
  • Designer: Matthew Hughes
  • Head of Planning: Hugh Munro
  • Managing Director: Stephen McArdle
  • Group Account Director: Toby Hussey
  • Senior Account Directors: Aisling Colley, Peitra Withaar
  • Account Executive: Kellie Box
  • Agency Producer: Jenny Lee-Archer
  • Production Company: Finch
  • Director: Nick Ball
  • Producer: Camilla Mazzaferro
  • MD/EP: Corey Esse
  • Production Designer: Neville Stevenson
  • Production Manager: Amanda Yu
  • Post Production and VFX: Drew Downes at The Refinery
  • Editor: Jack Hutchings at The Butchery
  • Music and Sound Production: Rumble Studios
  • Sound design: Rumble Studios
  • DoP: Lachlan Milne
  • Art Buyer: Basir Salleh
  • Photographer: Gavin Johns
  • Media: Maxus
  • for immediate release
  • Client:
  • Marketing Director: Sam Viney
  • Marketing Manager: Kylie Warnke
  • Marketing Assistant: Katherine Franulovich
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