Campaign Review: The verdict on Sportsbet, Aldi, Schmackos, and Ben and Jerry’s
In this series, Mumbrella invites the industry’s most senior creatives and strategists to offer their views on the latest big marketing campaigns. This week: Burd’s founder and creative director Kimmie Neidhardt and The Works’ head of strategy Adam Donnelley.
Brand: Aldi
Agency: BMF
The verdict: ‘Perfectly imperfect’ and ‘unexpected’
Aldi’s latest campaign features a woman twirling as she grabs a shopping trolley and dances in a car park, revealing Aldi’s new brand positioning, ‘Good Different’.
Kimmie Neidhardt, founder and creative director, Burd says:
Neidhardt said: “It’s real, uncontrived, unexpected and fun”
Adam, WTF does “perfectly imperfect” actually mean (aren’t planners supposed to make it simple?) When did betting start causing cancer and since when does making a few chook and/or car ads make you an expert? C’mon you’re better than that…surely!
Some good points re Sportsbet and some rubbish points…. the ad is brilliant. It stayed up for far long enough to do the job from a reach perspective and has only widened the gap between Sportsbet and their competition. Outside of lefty marketing land, no one cares if it ‘promotes’ dirty athletes, it’s just a good laugh. Should win all of the awards, should anyway.
Yes my media monitors info tells me the Sportsbet ads ran for 4 weeks at least and I actually saw one last night???…feels like plenty-o-time to me (unfortunately). I wish it had been done by the betting brand I work for. 🙁
Adam get your facts right mate.
In the first 48hrs, the Ben Johnson ‘Roid in Android’ 90sec film went viral. Globally. It was on every news website, in every paper, TV broadcast and current affairs show. The debate it sparked, and the horror from Xenophon and the outrage brigade, meant it reached more Australians than anything else the brand has ever done. It was celebrated and defended by punters.
And @monitor is right – the campaign then ran ATL for another 4 weeks.
It created fame for the brand. It reinforces their leadership position and widens the gap on the rest.
It made people laugh. And in today’s troubled world, we are in desperate need of a good laugh.