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13 October 2020

Middling returns.

by Andrew MacGregor


Aldi: “The Aisle of Aldi” - 60s

Aldi's middle aisle is the retail equivalent of the Bermuda Triangle: customers may disappear without a trace and return utterly transformed (or with a random piece of garden equipment, at least). This tongue-in-cheek commercial riffs on the aisle's cult appeal, aided by a travel film aesthetic and a mock-epic voiceover.

Thus, we hear sausages echo in the wind and see stepladders sit atop mountain ranges ("Don't fall off", the hushed voiceover warns). Just as the ad threatens to run away with itself, director Henry Littlechild neatly shifts to the more familiar surroundings of an Aldi car park - the site of many post-impulse purchase inquisitions.


Film Production: Dark Energy Ⓟ Ⓦ
Director: Henry Littlechild
Producer: Dominic Wilcox
Executive Producer: Matt Brown
Cinematographer: Richard Mott Ⓦ (Vision Ⓟ Ⓦ)
Editor: Spencer Ferszt @ Marshall Street Editors Ⓟ Ⓦ
Offline Producer: S J O'Mara
Post Production: Charles Gillett @ Freefolk Ⓟ Ⓦ
Colourist: Paul Harrison @ Freefolk Ⓟ Ⓦ
Flame: Andy Copping @ Freefolk Ⓟ Ⓦ

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