BMF’s Aldi ad recognises babies’ bad timing
BMF has created a new ad for Aldi recognising that babies fill their nappies at the worst possible moment.
The announcement:
Babies have an innate ability to choose the most inappropriate time to make use of their nappy. In BMF’s new campaign for ALDI’s exclusive Mamia range, babies have been captured pulling ‘that face’ which every parent will instantly recognise. Luckily, Mamia nappies are always ready, even when you’re not.
How to do retail. Like a boss!
How to astroturf. Like an amateur!
Jay, I see from your IP address that you are at the agency.
You’re welcome to comment, but if it’s on your own agency’s work, please declare an interest.
Cheers,
Tim – Mumbrella
Really love this – have seen those faces on my nieces & nephews!
Actually, I’m a client of BMFs who happened to be in the building. And no I don’t work at ALDI. So no vested interest here. Merely recognising a great ad when I see it. Jay
Hi Jay,
In that case I’m impressed by a couple of things.
First that you got onto it so swiftly – commenting on it a mere 46 minutes after we published it. You really are staying on top of your media monitoring. Particularly as we didn’t run it very prominently, just in our FYI section, as we were late getting it up.
Second, it’s great that BMF give you access to their network. It always shows a nice level of trust between client and agency when that goes on.
Cheers,
Tim – Mumbrella
Pity “Jay” the douchebag from BMF stuffed it up because this is actually a bloody fantastic ad and doesnt deserve the backwash
This ad is a gem, yes really, just so good, even if it is heavy on the doctoring effects. The guy in the airline seat looking askance half-admiringly to the blue-eyed bub staring at him has a bewitchingly funny quality to it. Cut to the next scene and bub is ‘doing it’, much to the suit’s rising discomfiture. Marvellous! A gong to the creative! :-}
Thought I would set some clarity as my name *is* Jay and I am from BMF. I didn’t write the first post as people have been asking me.
But to Tim’s note.
I am Jay from BMF, Great ad by the creative team and all involved.
Just thought I’d declare that in case I get crapped on.
Work is fine, good in fact
My name is Jason, but some people at BMF (where I work) also call me Jay. Continuing on with the trend of ‘Jay’s’ giving kudos for great creative work I too would like to say that this ad is great. It isn’t often that an ad makes me laugh and hit the replay button. Congrats to all involved! (p.s: I’m not the Jay from the first post, or the Jay from the last post…just clarifying so that no one feels ‘Jay-ded’)
Nothing to say, just wanted to get in on the action.
I think the work’s great – funny, re-playable and relate-able. Good work BMF and great work ALDI for stepping away from normal.
My name sounds nothing like Jay, but I really like the letter J.
This is great – I hope it gets as much if not MORE attention as BMF’s client losses, staff changes etc have gotten from the trade press as it is deserving of praise.
Work at Clemenger. My blood type is A+. Once I has a drink with the account manager. May I say it’s a bloody awesome ad, Tim?