Shopping Is a Surreal Time-Suck in This Odd Ad for an Australian Supermarket

Mortality and the grocery aisle

Agency BMF explores the tyranny of choice in this ad for Aldi Australia, part of the supermarket chain’s “Good Different” ad campaign. The campaign, their biggest fully integrated effort to date, explains that the quirks in Aldi’s product offerings and shopping experience are precisely what elevate them above their competitors.

This ad focuses on the product offerings, as illustrated by a man who lives out Harry Chapin’s “Cat’s in the Cradle” while browsing an endless pasta sauce aisle in a modern, non-Aldi supermarket. A voiceover explains that Aldi stocks only high-quality products, which saves the customer’s valuable time, even if it also limits their choices a bit.

The ad is funny and paced well, but is it weird that the guy’s son looks like the Brawny lumberjack as an adult? Is it weirder that he’s still wearing the same outfit he was as a child? At least it’s still clean, no doubt thanks to the even more imposing range of options in the detergent aisle.

In a future ad, maybe they’ll address how the staff handles broken inventory. That’s the only part of this spot that went unresolved.

Client: Aldi
Aldi Marketing Director: Mark Richardson
Aldi Marketing Manager: Lachlan Sweet
Agency: BMF
Executive Creative Director: Cam Blackley
Creative Director: Alex Derwin
Associate Creative Director: Rosita Rawnsley-Mason
Art Directors: Dantie Van der Merwe, Rosita Rawnsley-Mason and Nadia Ahmad
Copywriters: David Fraser, 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 David Kiefaber is a frequent contributor to Adweek's creativity blog, AdFreak.