OH, NOW IT MAKES SENSE.
Why is the shredded cheese next to the ski gear next to the chainsaws? Wait a minute. Why are there chainsaws in a supermarket? Perhaps ALDI’s not making sense, actually does make sense——because it’s ALDI...?
I needed to make super-fast-turnaround, super-low-priced ads for ALDI’s core products. How? Stock footage; stock music; stock sounds. A Getty search found 230-odd pages of footage shot on chroma key backgrounds: business people, mimes, hands pointing, explosions. The only rule I imposed on myself was——like the ALDI shopping experience——these ads shouldn’t logically make sense. Oh, and to resist using cats.
The ads certainly made no sense. But with prices so low, and coming from ALDI, the message made sense. And shredded cheese sales are up nearly 40%, so...
*BEGIN BACON SECTION* THERE’S ALWAYS A BACON SECTION.
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