The budget supermarket chain’s "Christmas friend" ad, created by McCann Manchester, features its own lonely old man living on the moon, who compares the price of a telescope sold by John Lewis with a cheaper one sold by Aldi.
He points to the John Lewis one and says "I like this one", then the price of £109.95 appears on screen; then he points at the Aldi telescope and says "And I like this one", then the price of £69.99 appears on screen.
He then looks through the Aldi telescope and exclaims "But I’m over the moon with this one!"
It is revealed that he has spotted a woman, floating through space towards him on an armchair with balloons, who is implied to be the man on the moon’s Christmas friend.
The spot parodies this year's John Lewis Christmas ad, created by Adam & Eve/DDB, in which a young girl manages to send a telescope to a lonely old man on the moon so he reconnects with life on Earth.
In Aldi's ad, the man on the moon's ‘Christmas friend’ is Jean Jones, who first appeared in Aldi advertising in 2011 with its "like brands" campaign in which she displayed her penchant for gin.
The ad broke on television last night on ITV and Channel 4. It was created by Dave Price, the executive creative director, and creative director Neil Lancaster at McCann Manchester. It was directed by Mark Denton through Another Film Company. UM Manchester handles Aldi's media planning and buying.
Jonathan Neale, the joint managing director of corporate buying at Aldi, said: "Jean quickly became a national treasure for her love of our Oliver Cromwell London Dry Gin when she first appeared on screens in 2011. We’re confident our customers will be excited by her return this Christmas.
"Our latest advert highlights Aldi’s ongoing commitment to offering high quality products at unbeatable prices that shoppers will be over the moon with."
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