Aldi reveals epic ode to Australian outback for Christmas

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 12 November 2018
'The More the Merrier' Aldi campaign

Christmas ads typically show us the magic of the holiday, but this year Aldi went to the heart of the outback to celebrate the magic of Australia.

Showcasing both the beauty of the harsh outback and generosity of its inhabitants, the new Christmas ad, by BMF, comes in ahead of supermarkets Woolworths and Coles.

The ad starts with the tranquil Aussie landscape being disturbed by Santa who crashes down to a community that welcomes him as one of their own, revealing the magic of mateship with its 'The More the Merrier' tagline.

Instead of white snow, Christmas sweaters and hot chocolate, Santa finds himself in a land where he basks in the searing sun, works in the dusty land, drinks milk in a pub and even runs from a snake in a dunny.

Bemused but entranced by our unique country, Santa takes a backseat and it's the Aussie country that shines through and gives Santa a gift of his own – a new sleigh to continue his journey.

BMF executive director Alex Derwin says the ad aimed to capture a mix of the Australian spirit and Christmas magic.

“'The More the Merrier' is an idea that places ALDI right where it should be at Christmas - between the Aussie generosity of spirit and the reality of not blowing your budget sky-high,” Derwin says.

The ad will be rolled out across all channels including tv, social, in store and out of home.

Aldi marketing director Mark Richardson says the ad supports its dedication to its Christmas range in stores.

“Our aim this year was to use the more the merrier platform to tell a great Christmas story and at the same time showcase our amazing offer. We’re really proud of the outcome,” Richardson says.

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