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.