Sync Watch November 10, 2020

Sync Watch: ALDI reimagines Nadia Rose’s ‘Skwod’ for local Christmas ad featuring swimming Santas

Sync Watch: ALDI reimagines Nadia Rose’s ‘Skwod’ for local Christmas ad featuring swimming Santas

International supermarket giant ALDI has continued its tradition of creating a local summer-inspired Christmas campaign to promote itself as a ‘Good Different’ alternative to Coles and Woolworths.

While Coles’ new brand platform uses local artists Missy Higgins and Yirrŋa Yunupiŋu for its summer and Christmas campaigns, ALDI has reimagined Nadia Rose’s ‘Skwod’ for its Christmas ads.

‘Skwod’ was released in 2016 and appeared on Rose’s 2017 debut album, Highly Flammable.

The ALDI version, however, has been made “more Aussie” with altered lyrics and recomposed music.

The campaign was created by local agency BMF with music supervision done by Trailer Media and sound production by Rumble Studios.

The original track: 

BMF said it’s been “a bit of a year” – the world’s tenser and budgets are tighter – “but it doesn’t have to end that way”.

“To lead the joyous respite from reality, ALDI has once again enlisted the help of the big red fella – and he’s looking more curvaceous than ever,” the agency said.

Of the synchronised swimming Santas who appear in the campaign, creative directors Dantie van der Merwe and David Fraser said: “The world seemed in need of a ridiculous escape, so it felt like a good time to reveal Santa’s hidden talents”.

General manager, Paul Coles, added: “This Christmas, more than any other, demands a gifting and gourmet extravaganza. With an exceptional festive range, at ALDI prices, you can definitely go large this Christmas.”

The campaign will run across TV and online, and will be supported with radio spots, out-of-home, website and social.

Campaign credits: 

Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Directors: David Fraser and Dantie van der Merwe
Creative Team: Emily Field and Kiah Nicholas
Designer: Matthew Hughes
Chief Strategy Officer: Christina Aventi
Group Strategy Director: Kinga Papp
Senior Strategic Planner: Kellie Box
General Manager: Paul Coles
Deputy Head of Account Management: Aisling Colley
Senior Account Director: Hayley Basham
Account Manager: India Gates
Account Executive: Flora Fraser
Head of TV: Jenny Lee-Archer
Agency Producer: Claire Seffrin
Director: Hamish Rothwell
Production Company: Good Oil
Executive Producer: Juliet Bishop
Producer: Tracey-Lee Permall
Post Production: Blockhead
VFX Supervisor: Jesse Meha
Editor: Lucas Baynes, Arc Edit
Sound Production: Rumble Studios
Music Supervision – ‘Skwod’: Trailer Media
Composer: Elliott Wheeler, Turning Studios
DOP: Geoffrey Simpson
Production Company: Bantam
Content Director: Al Moore
Art Buyer: Basir Salleh
Photographer: Tom Wholohan
Producer: Audra Diciunas and Georgie Lineham
Head of Retouching: Rhiannon Jansma
Production Director: Julie Sorrell

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