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19 April 2021

A piece of cake.

by Jason Stone

Aldi: “Cake” - 30s

There's a lovely piece of comic business at the heart of this German commercial for Aldi, as two men are engaged in a surreptitious battle for the last piece of cake. Nice Shirt director Kai Schonrath maximises the comedy by ramping up the tension, and cleverly elbows room for the punchline.

We're left in no doubt about the desirability of the cake which we can find at the advertised supermarket, and this in a country where they take their cake seriously (unlike the UK where Aldi have been engaged in social media high jinks after news that Marks & Spencer is suing their rival because of a alleged similarity between the later's Cuthbert the Caterpillar cake and the former's Colin the Caterpillar).

Schonrath's ad belongs to a more reverent comedy tradition and is unlikely provoke a Twitter feud, but seems promisingly capable of helping Aldi shift some cake from their shelves.

Director: Kai Schonrath Ⓟ Ⓦ (Nice Shirt Films Ⓟ Ⓦ)
Cinematographer: Mathias Schöningh

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.