Kevin the Carrot, the cartoon vegetable whose alcohol consumption infamously ruffled the ASA, has returned to front Aldi’s Christmas campaign for a third year with a parody of Coca-Cola’s enduring Truck spot.
The supermarket has teased the release of its 2018 creative with a high-budget 40-second spot that ends in a literal cliff hanger.
The scene opens on a winter’s night as a red truck lit up in fairy lights winds through a snowy road. Music reminiscent of Coke’s ‘Holidays are Coming’ earworm plays as the camera pans onto Kevin at the wheel of the lorry.
All is merry and bright until an avalanche hits the bedazzled vehicle and knocks Kevin and his haul of carrots off the road. The scene closes as the truck dangles precariously over a cliff edge, while the hashtag #SaveKevin appears on screen.
Aldi confirmed that more work is to come, signifying it will again give its 2018 Christmas campaign a sequential releases.
McCann UK, Kevin’s original architect, created the spot. It will debut on ITV at 5.45pm tonight (2 November).
Client Name and Job Title: Adam Zavalis, Marketing Director and Ian Lewis, Marketing Manager
Creative Agency: McCann UK
Executive Creative Director: Dave Price
Creative Director: Neil Lancaster
Creative Team: Clive Davis and Andy Fenton
Planning Director: Jamie Peate
Senior Account Director: Andrew McCleave
Senior Account Manager: Jane Colbeck
Agency Producer: Lucy Moore
Production Company: Psyop - Directors: Todd Mueller & Kylie Matulick
Media Planning and Buying Agency: UM Manchester