Room Spray

TitleRoom Spray
BrandALDI
Product/ServiceALDI
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
Name Company Position
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.