The pants go flying in Aldi’s 2025 Christmas campaign
Time to loosen up in Aldi's new TVC
Aldi Australia has released a Christmas campaign that celebrates the idea of festive indulgence.
The “Go On, It’s Christmas” platform positions the supermarket chain and its affordable products as the catalyst for going all in on holiday celebrations.
The campaign’s 30-second hero film takes viewers into a holiday gathering where the host, while holding a plate of prawns, asks guests “who’s got room for seconds?” Immediately, everyone’s good pants fly off and are replaced with comfortable alternatives — baggy pants and shorts.
There are three other 15-second films for the campaign — one featuring panettone, another with lobster tails, and the third with champagne — that all play on the concept of indulgence.
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When speaking on the campaign in a media release, Aldi Australia’s marketing director, Jenny Melhuish, explained the supermarket has made it easier for consumers to invest in a fulfilling Christmas spread without exceeding budgets. The campaign amplifies that message.
“This year’s campaign is all about saying yes to the good stuff. Saying yes, without hesitation, to that extra serving of Christmas ham, another spoonful of pudding and really indulging in all the special touches that make Christmas magical,” Melhuish said in the release. “Because with ALDI, you can go all in without holding back.”
The supermarket partnered with BMF, Ogilvy PR, Zenith Media Australia and Digitas Australia on the project.
BMF and Aldi have worked together since 2002. The creative agency has delivered several Christmas campaigns for Aldi, including the “Go a Little Extra” campaign from last year; “Go Big on the Little Things” in 2023; and “Overcooked Generosity” in 2022.
“The rules get a little looser around Christmas time. And it’s great that ALDI still makes sure everybody can stretch their pants, not their budget,” BMF’s executive creative director, David Fraser, said in the same release.
“Go On, It’s Christmas” will run as an integrated campaign on owned channels (such as website, catalogue, in-store POS and eDM assets), radio, BVOD, TV, out-of-home, social, OLV, partnerships, “and bespoke formats such as the iconic Glebe Silo”.
CREDITS
Creative Agency: BMF
Director: Hamish Rothwell
Production Company: Good Oil
Executive Producers: Sam Long / Juliet Bishop
Producer: Tracey-Lee Permall
DOP: Crighton Bone
Post Production: Blockhead
Editor: Lucas Baynes @ Arc
Sound Production: Tone Ashton @ Rumble
Music Supervisor: Level 2
Media Agency: Zenith Media Australia
Digital Agency: Digitas Australia
PR Agency: Ogilvy PR
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