Aldi has brought back its Kevin the Carrot campaign for the fourth Christmas running, and this time, it's a spectacular mashup of "Peaky Blinders," "A Christmas Carol" and "The Greatest Showman," set to a Robbie Williams soundtrack.
The latest U.K. ad from McCann Manchester begins with the anthropomorphized vegetable being kidnapped by the "Leafy Blinders," a gang of evil, peaked-cap wearing Brussels sprouts referencing the popular BBC drama "Peaky Blinders," who have heard he's putting on a Christmas spectacular. (Last week, the brand ran a series of social media teasers showing the gang, led by "Russell Sprout," out to get Kevin.) However, the plucky carrot is rescued by a baby tomato ("Tiny Tom") and proceeds to put on a "Greatest Showman" type extravaganza atop the festive dinner table, singing Robbie Williams' "Let Me Entertain You" and firing an evil sprout out of a cannon as his wife and kids look on.
This year's campaign, once again directed by Psyop's Todd Mueller and Kylie Matulick, keeps up the discount grocer's tradition of blending cute animation with fun pop culture references. Kevin the Carrot first appeared in Aldi's advertising in 2016, and over the years he's escaped an evil parship, fallen in love in an Agatha Christie-style murder mystery, watched the John Lewis ad and parodied the Coca-Cola truck.
“We’re all thrilled to see Kevin back on our screens again, getting up to his usual tricks," said Sean McGinty, marketing director at Aldi UK in a statement. "Kevin’s popularity grows every year and he’s becoming something of a national treasure! Kevin’s magical Big Top is the perfect environment to showcase the amazing quality of the Aldi Christmas range of food and drink this year.”