The new Aldi ad features one of those rare things, a piece of copy so good as to change the way I feel about an entire brand that I already know a lot about.
I don't want to oversell it, but this ad made everyone in the room erupt in belly laughs the first time they saw it. The previous ad in the series was ok, and now I have no idea how they can top this one.
No going for bland 'let's not offend anyone' half-humour here. No Tesco family observation, no Morrisons cute quip, no Sainsbury's Jamie joking. The writers went for a genuine gag in a price/product ad and hit it right on the head. A price/product ad!! This is the equivalent of putting real humour into a DFS script.
I have to give a lot of respect to the client here, I can imagine a lot of clients looking at a script like this and asking the agency to tone make it safer. (Warning - Amusing but bad sounding reference coming up) This isn't Hitler raping Ghandi's corpse but it's still risky enough to make you chuckle.
So not only have I smiled and felt better about a brand, I've remembered an ad that focuses on product and price. For a brand like Aldi surely there can be nothing better. I for one love it, and wish more brands would take these risks.