The Work: No. 18
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Looking after your skin is well trodden territory for the advertising industry. The new Simple range hasn’t strayed too far from the familiar formula but their ad contrasts brilliantly with the Scotsman promoting Aldi washing up liquid. Aldi’s ‘like brands’ ads have been awarded top honours for the category in Campaigns big awards last week. This one will not disappoint.
Aldi washing up liquid
McCann Manchester
This is the latest in the series of ‘like brands’ ads for Aldi, which has seen annualised sales growth running in excess of 25% year-on-year taking its market share to 3.5% – an all time high for the brand in the UK.
This dour old scot extols the virtues of a leading brand of washing up liquid and does the same with the Aldi equivalent. In a recipe that served the grocery retailer well, linking Aldi products with familiar brands through a witty but simple price comparison by a likeable character, this spot is among the best they have shot. Possibly better than my old favourite The Tea Lady. It is very rare, but refreshing to see such a blatantly product based ad catch the attention of a panel of awards judges as this one has.
When your brand name is Simple, the advertising needs to demonstrate the product without fuss. The use of a rose to demonstrate the ravages of wind, sun and everyday life on the skin, makes a simple and believable analogy. But I am not sure this will get under the skin of the award judges the way Aldi advertising has.
Read more from Haystackonline.
Posted: November 1st, 2011 | Author: will.armstrong | Filed under: Uncategorized | Tags: 'like brands', Alan Thompson, Aldi, audacity!, Haystack, McCann Manchester, Simple | Leave a Comment »
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