It’s an Olympic year – so Aldi is making the most of its Team GB sponsorship.
A woman details her healthy food swaps (fresh sea bass instead of a Friday night takeaway, for example). This won’t turn her “into an Olympian”, she concedes – at which point we’re suddenly on the top diving board, where she elbows alarmed medal hopeful Lois Toulson out of the way – “but it’s a swap in the right direction”. Cue a comedy plunge into the pool below.
It’s easy to see a fun campaign like this having legs, with different ads highlighting new recipes (and athletes) right up to when the Games begin, in July. It’s up to rivals like Tesco to put an end to its price message: there’s lots of small print, but it touts a hefty 30% saving over Britain’s biggest retailer. Oof!