In “Shop ALDI First”, the director uses cinematic language to transform an everyday encounter into a moment of longing you’d see in an award-winning drama. The blocking and direction of the two leads, and the iconic trope of the turn back, immediately indicates a relationship of unrequited love. As the romantic drama unfolds, the subtle shifts in lighting, music and rain brought on by a simple push-in further intensify the classical Hollywood level of sentiment. It plays out with an authenticity that lies beyond parody, before the introduction of an old bystander is smartly used to ‘pop the bubble’ and shift our perception of Aldi’s service.

A tongue-in-cheek parody of romantic drama films, “Shop ALDI First” tells the emotional story of one ALDI customer’s struggle with brand loyalty. As the customer waits for an ALDI cashier to check out her items, she looks down at her shopping list…One item hasn’t been crossed off. Both customer and cashier know what this means, a downpour of rain gesturing to their imminent split. The cashier reassures the grief-stricken customer that he understands, and confirms that the supermarket still loves her. Consumed by guilt, the shopper leaves, crying, “You’ll always be my first…shop.” Leveraging the reality of customer’s varied shopping needs, the spot showcases the irreverent humour at the heart of the ALDI brand.