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13 February 2019

Love in reverse.

by Andrew MacGregor


Aldi: “Proposal” - 30s

As Valentine's Day looms, Aldi showcase their romantic wares with a twist. Thanks to some nifty reverse photography, this 30" ad starts with the engagement ring, then finishes with a £12.17 grocery receipt.

It's a familiar device, but an effective one. Viewers who may have otherwise glanced over steak, Prosecco and chocolate puddings are suddenly drawn to the sight of a ‘boomerang' cork and molten sauce squelching back into its lair.

We don't envy those charged with finding new ways of breathing life into the same old proposition every February. Therefore, any bid to tweak the formula - even if it's by simply hitting the rewind button - deserves a mention.


Creative Agency: McCann Manchester Ⓟ Ⓦ
ECD: Dave Price / Neil Lancaster
Agency Producer: Lucy Moore
Film Production: Rogue Films Ⓟ Ⓦ
Director: Charlie Stebbings Ⓟ Ⓦ
Producer: Dominic Seymour
Editor: John Mayes @ Marshall Street Editors Ⓟ Ⓦ
VFX: Pete Young / Jordan Andreopoulos @ Jam VFX Ⓟ
Music Supervision: SixtyFour Music Ⓟ Ⓦ
Composer: Biggi Hilmars
Voiceover: Hugh Bonneville @ Sue Terry Voices Ⓟ Ⓦ

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