A very non-swinger woman talks about how she likes to serve cheese singles at her singles parties. While she mumbles on, a strapping, shirtless young lad tip-toes across the room in the background. Well, still waters and wallflowers run deep in surprising ways, apparently. The purpose of this spot is to put ALDI on the map: awareness among grocery shoppers, particularly young mothers, looking for a smarter grocery alternative that’s every bit as good but up to half the price.

The goal was quirky, real people; we wanted Middle America, not Hollywood commercial-looking actors. We looked for natural awkwardness over polished performance.