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21 July 2021

Olympic bold

by Jason Stone


Aldi: “Olympics” - 40s

The Olympics is reimagined as a piece of Eurovision style pageantry in this gauche but charming film for Aldi. Putting on a massive global event in the middle of the pandemic proved too much last year… and is pretty much proving too much this year – and the organisers still haven't ruled out a cancellation, even though the Games are underway.

Aldi – who have long associated themselves with Britain's Olympians through an ongoing sponsorship – are determined to make the most of the marketing opportunity, and this self-deprecating film is a perfect way to go about it. Deliberately over-the-top in the first part of the commercial, it then has a nicely judged switch as the participants suddenly realise that they are not parading in Tokyo, but are located in one of the supermarket's car parks. The news is delivered with comic aplomb, and the whole ad is dripping with chaos, which seems perfectly appropriate as the world watches on with horror at the determination of the IOC to entertain us at all costs.

Aldi could yet cash in more directly... if Tokyo decides it can't go ahead with the rest of the Olympics, maybe the supermarket's Tonbridge branch would make a suitable venue instead.


Creative Agency: McCann Manchester Ⓟ Ⓦ
CCO: Dave Price
Creative: Conrad Robson / Sean Carey
Senior Acc Handler: Jane Colbeck
Account Manager: Callum Garner
Agency Producer: Amanda Riddeal
Film Production: Thomas Thomas Ⓟ Ⓦ
Director: Tiny Bullet ♀ Ⓟ Ⓦ
Producer: Adam Saward
Executive Producer: Philippa Thomas
Cinematographer: Simon Richards
Editor: Owen Oppenheimer Ⓦ @ The Quarry Ⓟ Ⓦ
VFX: Electric Theatre Collective Ⓟ Ⓦ
VFX Shoot S'visor: Jim Radford
Colourist: Luke Morrison @ Electric Theatre Collective Ⓟ Ⓦ
Sound Designer: Munzie Thind Ⓦ @ Grand Central Ⓟ Ⓦ
Audio Producer: Molly Butcher @ Grand Central Ⓟ Ⓦ
Music Supervision: SixtyFour Music Ⓟ Ⓦ

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.