Every December, Aussies watch shitty American Christmas movies, sing carols about sleighbells and snow, and visit a jolly Santa who’s secretly dying of heat stroke in his red jacket, white beard and big black boots.
And if that’s not enough, people from the Northern Hemipshere who now call Australia home still like to complain that Christmas Down Under doesn’t feel like ‘real’ Christmas.
Enter ALDI, who’s brand-spanking new Christmas campaign features the Tinkletons – possibly the worst family we’ve ever seen, who have come to Australia to tell us just how bloody wonderful their Christmas is.
But the Tinkletons up against the perfect Aussie weather, backyard barbies and days at the beach, and of course ALDI’s luxury range of tiger prawns, garlic butter lobster tails, half leg hams, fudge and much more.
MEET THE TINKLETONS
“To an outsider, an Aussie Christmas feels weird and wrong, but when you get used to the sunburn and speedos you realize just how special it is. It’s an insight we’ve used before, but this year we’ve put it on steroids,” said BMF creative director, Alex Derwin.
“The Tinkletons are a device that allow us to show the ‘Perfect Aussie Christmas’ through a new lens. An all-singing and dancing, theatrical new lens.”
“When the team presented an idea for Christmas (in April) that was best described as Glee meets The Griswalds, yet unmistakably ‘ALDI’, I thought Christmas had come early – which of course it had. Our thanks to the client, yet again, for demanding something that nobody else would make,” added BMF managing director, Steve McArdle.
Sam Viney, ALDI marketing director said, “By offering quality Christmas products such as prawns, hams and pavlovas, at prices that everyone can afford, ALDI is uniquely placed to celebrate everything that’s great about Australian Christmas. And what better way to dramatise this by throwing a fish-out-of-water Northern Hemisphere family into the mix…
“If they can be converted, who can argue with the fact that ‘Nothing beats the perfect Aussie Christmas’?”
The campaign launched with a combination of long form and series of retail TV ads and is supported by social content, print, radio, display advertising, OOH, POS, ALDI catalogues and www.aldi.com.au/christmas.