Campaign Review: ‘The whole thing feels a bit WTF’ – ALDI, Repco, Lynx
In this week’s Campaign Review, Circul8’s Phil Watson and Carolina Dominguez, creative strategy partner and account manager respectively, look at spots from ALDI Australia via BMF and Ogilvy PR, Repco via Thinkerbell and Lynx via Hello Social.
In Campaign Review, Mumbrella invites industry creatives and strategists to offer their views on recent ad campaigns.
Brand: ALDI Australia
Campaign: ‘#ALDICore’
Agency: BMF and Ogilvy PR
The verdict: A brand that knows its audience. Fun and quirky, and will resonate with shoppers.
Phil Watson, creative strategy partner at Circul8, gave it a 9/10, and said:
It’s usually easier when what you are advertising is actually different, as Aldi is, but the brilliant thing about ‘Good Different’ is that they fully embrace it. The TV executions are funny and charming and the right side of quirky.
The promo is solid, maybe not ‘good different’ but saving cash is what people want at the moment so it should resonate. Very good, and mostly different.
Carolina Dominguez, account manager at Circul8, gave it a 9/10, and said:
I think it’s a fun, effective and relatable ad which will resonate with any Aldi shopper (me included).They’ve nailed all the classic Aldi-isms, showing that they know their audience and their behaviours extremely well.
By tapping into this, the ad speaks on a personal level to their current shoppers and might even catch the eye of new ones too.
Brand: Repco
Campaign: ‘Gets You Goin’
Agency: Thinkerbell
The verdict: Also heroes the customers in a great way. But misses the mark slightly.
Phil gave it a 7.5/10, and said:
The revving and shaking end frame is a great brand device. Reverse gear from there and I’m not sure about the rest of it. Like ALDIcore this is about heroing the customers, but the executions don’t quite get me going.
It’s a subtle thing but they somehow fall in a no-mans land between authenticity and exaggeration which doesn’t feel either funny enough or real enough. Having said that, they are far from bad, and Caro likes them.
Carolina gave it a 7.5/10, and said:
Just like the Aldi ad, Repco clearly understands its audience and their behaviours. It beautifully shows how loving cars can create cherished moments.
The ads also touch on the universal theme of having a passion and the excitement of sharing, talking about, and experiencing having a deep love for something – a feeling everyone can relate to.
Brand: Lynx
Campaign: ‘Fine Fragrance’
Agency: Hello Social
The verdict: Understand the idea, but the execution doesn’t quite hit the mark.
Phil gave it a 6/10, and said:
Another one going down a very well trodden path: the luxury fragrance parody. I only listen to Nick Cave so I had to ask Caro who Fisher is, and despite whatever social exposure he brings, his presence seems forced.
The whole thing feels a bit WTF and not in the right way. The copy even tries to explain the ad. This was always going up against a high bar, and in fairness, it’s never easy getting something like this through.
Carolina gave it a 6/10, and said:
I get what they were aiming for – making light of typical fragrance ads – but it didn’t quite hit the mark for me.
It didn’t come off as funny, and on the first watch, it was hard to tell what they were going for, it felt like a montage of ridiculousness with any real purpose or meaning.
Great choice of talent for social media though!
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