Against the typical grain of thinking.
I cannot emphasise how much I love these ads. At the crux, it is quite an inexpensive, clean and simple campaign, which speaks to the Aldi brand.
Where it wins is in the copy. In other words – the dialogue.
Running with the premise of “Expressi yourself”, each coffee is given a different persona: the rapper, the aristocrat and (my favourite), the artist.
Nowhere in the ad, is there the typical imagery of a steaming cup of coffee or even the typical packaging placement, front and centre.
What we are given is the coffee capsules, comically placed across the bodies of these pumped up characters, as they share their relationship to coffee.
It is a very tongue in cheek approach and it works.
Then in a state of hysteria, obviously overwhelmed with the existential existence of the coffee, he exclaims, “YOU USED TO BE WATER!!”
It cracks me up every time. Genius.