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It's tough to get ahead when you're fresh out of college and broke. But when you save at Aldi, it's suddenly a lot easier to survive the dying, bloated carcass that is late-stage capitali--AHEM, sorry, I meant to say "achieve the American Dream."
Podcast
Gen Z listens to the radio as often as they change a tire (not that I know how to do it either). So we'll use podcast ads to introduce them to AldiSMR, soothing their financial (and general) anxiety with the dulcet tones of savings.
Video
I don't watch cable. You don't watch cable. Gen Z doesn't watch cable. So we'll tailor our scripted spots for YouTube and social media; all with the irreverent humor that's perfect for those platforms.
Miranda: Alright, your total is $56.24
Michael looks at his receipt. A figure shows him that he’s saved $37 versus his normal grocery bill.
Michael: Whoa! $37 in savings. That’s enough to afford a date between two human beings.
Miranda: Uh, sure.
BAiBE (O.S.): Can I go on the date?
We smashpan to Michael’s right. His “companion” is a half-pillow, half-mannequin, half-Ai robot, named BAiBE. It’s grotesque. Michael and Miranda share a look. Michael slowly reaches behind BAiBE and switches it off. A long awkward beat.
Michael: So... are you free this weekend?
Miranda: Absolutely not.
AVO: Aldi Supermarkets.... whatcha gonna do with Aldisssssss money?
My Girl's Not Like The Others :30
We’re in an Aldi Supermarket checkout line. MIRANDA hands MICHAEL his receipt.
Zach: Kelly, we’re here today to talk to you about your drug addiction.
Kelly: I went to see my PCP.
Zach: Exactly. I think what we’re all wondering is... how can you afford it?
Kelly: My doctor?
Zach: Your drug doctor.
Kelly: I save $40/week by shopping for groceries at Aldi.
Zach: And that’s your dealer’s name? Al D.?
Kelly: I’m going to my room.
Kelly picks up her groceries bags and stalks away.
Zach: Kelly....
She pauses. Is an apology forthcoming?
Zach: Leave the nuts.
She scowls and wings a bag of Aldi pistachios at Zach, knocking him off his chair. He gets up, popping a few of them into his mouth.
Zach: It was the PCP that made her do that. Wow, these are delicious!
AVO: Aldi Supermarkets... whatcha gonna do with Aldissssssssss money?
Your Savings Have Affected Me in the Following Ways :30
We open on the living room of a ratty apartment. A group of Gen Zers sit in dingy fold out chairs. At their center is KELLY, nervously clinging to some Aldi shopping bags stuffed with groceries. It's an intervention.
Copy: Tobias Schwartz :)
Art Direction: Tobias Schwartz ;)
