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9 November 2020

Cold comfort.

by Andrew MacGregor


Aldi: “Out in the Cold” - 90s

Since his debut in 2016, Kevin the Carrot has become one of adland’s most adaptable mascots. Past riffs on ‘The Italian Job’, ‘Murder on the Orient Express’, and ‘Peaky Blinders’, among others, have captured the public imagination and even led to scuffles over plush toys. Naturally, Aldi, ahem, stick with the carrot in 2020.

Last week’s ‘Top Gun’-inspired teaser saw Kevin accidentally ejected from a fighter jet by Lieutenant Turkey. However, this 90” follow-up ignores that in favour of a hedgehog, Jim Broadbent as Santa Claus, and a spurious nod to ‘E.T. the Extra-Terrestrial’. One can only assume that poor bird is toast.

The result is undemanding festive fun, with Psyop's CG animation again on point. Kevin may not be as fresh as he was in 2016, but there must still be a market for carrot-themed toys, clothes, and homeware.


Film Production: Stink Ⓟ Ⓦ
Director: Todd Mueller / Kylie Matulick
Cinematographer: Richard Mott Ⓦ (Vision Ⓟ Ⓦ)
Editor: John Mayes @ Marshall Street Editors Ⓟ Ⓦ
Voiceover: Jim Broadbent

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