As people grapple with the pandemic in the run-up to the holidays, there seem to be two opposing themes coming out of this year's crop of seasonal advertising so far; the tearjerkers (see Etsy, Disney, Kohl's, Amazon) and the ridiculous humor (see TK Maxx and Pizza Hut).
An example of the latter comes from Aldi in Australia, for whom agency BMF has served up some synchronized swimming Santas, Clad in leotards, the St. Nicks remain in perfect form as they spread their arms and lift their legs (carrying seasonal dishes) in a swimming pool, accompanied by hip-hop track "Skwod" by Nadia Rose.
"Go full Christmas," the spot urges. Hamish Rothwell directed, out of production company Good Oil.
“The world seemed in need of a ridiculous escape, so it felt like a good time to reveal Santa’s hidden talents,” commented BMF Creative Directors Dantie van der Merwe and David Fraser.
With Australia just coming out of a stringent coronavirus lockdown (with devastating economic consequences), it's a valiant attempt to cheer up the country. And who knows, it may just work.