Title | Room Spray |
Brand | ALDI |
Product/Service | ALDI |
Category |
A06. Retail |
Entrant
|
McCANN MANCHESTER, UNITED KINGDOM
|
Idea Creation
|
McCANN MANCHESTER, UNITED KINGDOM
|
Media Placement
|
McCANN MANCHESTER, UNITED KINGDOM
|
Production
|
McCANN MANCHESTER, UNITED KINGDOM
|
Production 2
|
MERMAN London, UNITED KINGDOM
|
Production 3
|
JAM FILMS London, UNITED KINGDOM
|
Production 4
|
WAVE STUDIOS London, UNITED KINGDOM
|
Production 5
|
MARSHALL STREET EDITORS London, UNITED KINGDOM
|
Additional Company
|
CUT + RUN London, UNITED KINGDOM
|
Additional Company 2
|
LOADED DICE London, UNITED KINGDOM
|
Additional Company 3
|
BARE FILMS London, UNITED KINGDOM
|
Credits
Dave Price |
McCann Manchester |
Executive Creative Director |
Neil Lancaster |
McCann Manchester |
Creative Director |
Lucy Moore |
McCann Manchester |
Head of TV |
Juliet May |
Merman |
Director |
Kat Armour Brown |
Merman |
Producer |
Chris Goodger |
Merman |
Cinematographer |
John Mayes |
Marshall Street Editors |
Editor |
Rapaccioli |
Wave Studios |
Sound Engineer/Designer |
Write a short summary of what happens in the film
A man, a woman and their dog sit on a sofa at home.
On a table in front of them, there are two sets of products – cleaning fluids and air fresheners.
Both sets of products look almost identical.
However, the ones on the left (from rival supermarkets) are more expensive than the ones on the right (bought from Aldi).
We can see this from two large captions.
The woman explains that she likes both sets of products, particularly the air fresheners.
She clearly smells something unpleasant, picks up one of the air fresheners and sprays it in the direction of her husband.
We assume the husband has had a flatulence problem, which he denies.
The husband then blames the dog, as dogs are traditionally blamed for making bad smells.
The woman then admits that she created the smell after all.
End frame shows the products, the prices, plus the Aldi logo.
Cultural/Context information for the jury
This is fundamentally a comparative commercial for a supermarket that has a ‘like brands, only cheaper’ theme. The basic premise is that the famous name brands and the Aldi equivalents are both ‘liked’ but the price you pay at Aldi presents much better value.
‘Real people’ instead of actors are engaged in this long running campaign.
This particular commercial has the social embarrassment of a smell in the room and the humour comes from the attribution of who was responsible.