Creative agency BMF has launched a new campaign for ALDI’s mobile plans.

Decoding a mobile plan isn’t for the faint hearted. Sometimes you don’t really know what you are getting and whether you actually need it, which may result in purchasing a whole lot of data, text or talk plan waste.

Enter ALDImobile. Plans designed to fit whoever you are; be that a data lord, a serial texter or endless talker. Or not. Ultimately eliminating waste and unnecessary stuff you might not even use.

Through ALDI’s uniquely wry eye, a pirate, a mime and a woodsman dramatise how ALDImobile plans are designed to fit your specific needs of talk, text and data.

Alex Booker, BMF creative director, said: “ALDImobile gives us two lessons in this latest campaign: the first being you shouldn’t have to pay for parts of a mobile contract you’ll never use, and the other being that you shouldn’t go full pirate as it will greatly affect your ability to text.”

“What better way to convey the key attributes of ALDImobile’s new plans than via a French mime and his invisible cat, a two hooked pirate and a wood carving mountain man who’s never lived with people, let alone heard of email?” asked BMF managing partner, Stephen McArdle.

An ALDI spokesperson said: “Ultimately ALDI wants to deliver good value and the mobile market confuses what good value is. Here we want to highlight unnecessary waste and how you can find a better value fit.”

The campaign launched on this Sunday and is already generating awareness of the different value packs for ALDImobile with 3 x 15sec TVCs, in catalogue, digital and in store.

Credits:

Executive Creative Director: Cam Blackley

Creative Directors: Alex Booker & Philip Sicklinger

Copywriter: Mark Carbone & Martin Svane

Art Director: Felix Holfve

Managing Partner: Stephen McArdle

Group Account Director: Jonny Bucknall

Account Director: Aisling Salmaggi

Account Manager: Hayley Basham

Planning: Sarah Hood

Agency Producer: Mel Herbert & Katie Harper

Print Producer: Louis Molines

Art Buyer: Basir Salleh & Tania Sinovcic

Director: Jeff Low

Production Company: Louis & Co

Production Company: Rabbit Content

Producer: Lucas Jenner

Post Production: Method

Editor: Mark Bennett

Music & Sound Production: Tone @ Rumble Studios

DOP: Peter Eastgate

Photographer: Mat Baker

Advertising and PR Director: Sam Viney

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