‘Not bad’: Aldi gets glowing review from tough critic in latest Good Different spot

Aldi has released a new ad featuring a very hard-to-please man, Dave, biting into an Aldi pie, before declaring it is “Not bad”.

The ad positions Aldi as a “supermarket that cares what you think” as part of its ongoing Good Different campaign.

Created by BMF the 30-second television ad shows Dave sitting at home eating with his family as his wife is gossiping on the phone.

Dave’s wife pauses her phone conversation about a 46-year-old wearing a midriff to tell her friend “Hang on Dave just said his pie isn’t bad”.

“Dave doesn’t like anything,” the child eavesdropping on the conversation says. “Go tell you dad,” the mother responds.

By the time the kid goes to tell everyone, “Pie was not bad” is making both local and international headlines.

The voiceover at the end says “Aldi uses our toughest critics to make our award-winning products even better” as the supermarket chain’s chefs celebrate.

Alex Derwin, BMF Creative Director, said: “The ad stars Dave – a man of few words and even fewer superlatives. When Dave says something is ‘not bad’ the world knows that it is in fact incredible.”


  • Executive Creative Director: Cam Blackley
  • Creative Director: Alex Derwin
  • Associate Creative Director: Rosita Rawnsley-Mason
  • Art Directors: Rosita Rawnsley-Mason and Nadia Ahmad
  • Copywriters: Tom Johnson and Millicent Malcolm
  • Designer: Matthew Hughes
  • Executive Planning Director: Christina Aventi
  • Head of Planning: Hugh Munro
  • Managing Director: Stephen McArdle
  • Group Account Director: Toby Hussey
  • Account Director: Hayley Basham
  • Agency Producer: Jenny Lee Archer
  • Production Company: The Sweet Shop
  • Director: Steve Ayson
  • Producer: Cindy Kavanagh
  • Executive Producers: Loren Bradley and Edward Pontifex
  • Managing Partner: Wilf Sweetland
  • Post Production: Arc Edit (offline) and Alt VFX (grade/online)
  • Editor: Peter Sciberras
  • Photographer: Gavin Johns
  • Art Buyer: Basir Salleh
  • Sound Production: Rumble Studios
  • DoP: Germain McMicking

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.