Aldi Creates Its Own ‘Cinderella’ Fairytale Right In Its Aisles
Video screenshot via TBWA\Paris
Aldi is celebrating the modern-day customer by spinning a new tale inspired by an old classic, Cinderella. The campaign spot created by advertising agency TBWA\Paris and directed by Sebastian Stresser champions its reach into the French market and the rise of the contemporary customer by weaving together a modern fairytale amid its aisles.
The story starts with a young man spotting an elusive woman across the dance floor at a club, but she disappears before he has the chance to come up and introduce himself. All that’s left in her wake is one side of a sparkly, gem-studded sneaker.
In a daze of infatuation, the man employs the services of his friends to try and find her by searching through social media, printing out ‘Lost Shoe’ posters, and, of course, the tried-and-tested method of going up to any woman on the street and asking her to try on the shoe.
During a party, he spots one of his friends trying on the sneaker herself and finding it would not fit her. Recognizing a potential spark that might have been there all along, he goes down to Aldi and picks up a pair of box cutters. He then cuts the footwear open and presents it to her on bended knee, thus giving up his search for this dream girl and reaching for a love that had been blossoming all along.
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Muse by Clio reports that Charles Perrault’s 1697 French version of the Cinderella tale, predating the Grimm version, conveyed the moral lesson that, despite one’s intelligence, wit, common sense, and courage, the assistance of a fairy godmother or godfather can be the key to success.
The spot drives a reinterpretation of this point home when the protagonist makes a U-turn from his love-induced search and settles with a friend who had been by his side this whole time. Though that might sound like something you want to avoid in the realm of love, Aldi points out that, as being a discount store is in its nature, it has driven many customers whose wish is to settle on lower prices for things they need. And romance in a time of recession is no different.
Cendrillon is the start of a new campaign called Once Upon a Time, Today’s Discount. It will see a series of radio and social media advertisements by the TBWA Group’s Mogul to encourage people to pen their own fairy tales in the produce aisle.
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[via The Drum and Muse by Clio, cover image via TBWA\Paris]
