By Heather Taylor, Editor-in-Chief, PopIcon
Aldi UK’s much-anticipated 2024 Christmas campaign officially premiered on November 4th to the delight of Aldi shoppers everywhere.
The spot kicks off with everyone’s favorite crunchy vegetable icon, Kevin the Carrot, lying on a plate. It’s Christmas Eve, but no ordinary December 24th as narrator and actor Jim Broadbent reveals to audiences. This Christmas Eve is one of the darkest and coldest yet and that’s because the ‘Spirit of Christmas’ (which resembles an animated sprite) has been stolen by a band of humbug thieves.
As Kevin checks his smartphone, it is revealed that his challenge, should he choose to accept it, is to get the ‘Spirit of Christmas’ back. To paraphrase a famous line from an equally as famous film franchise, this Christmas, one carrot has one chance to do the impossible.
Kevin The Carrot’s Christmas Mission
To get the ‘Spirit of Christmas’ back, Kevin needs to outsmart the villain Dr. Humbug and her minions. Kevin patches in his wife Katie and the two carrots are off to Humbug Headquarters. They’re able to get past the guards in cunning disguises made up of twinkling Christmas lights, glasses and fake mustaches.
Once inside, the vegetable spies race to the vault. They narrowly avoid several dangerous situations, including an intensely hot oven, along the way. A briefcase with a “false bottom” saves the day — and the ‘Spirit of Christmas!’
Kevin, Katie, and the spirit dash away from Humburg Headquarters with the minions in hot pursuit. Suddenly, the spirit frees itself from its corked jar. The town below lights up and Christmas feasts, all meals one can cook using products sold at Aldi, appear on tables everywhere.
Kevin’s mission was a success! (We never doubted him for a second.) Even Santa Claus himself calls Kevin with a hearty congratulations from the North Pole.
“Even the humbug seems to have learned that Christmas is better when goodwill is returned,” the narrator wraps up.
Image Credits: Aldi Digital Media Centre UK
About the Author
Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week’s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at howveryheather@gmail.com.
