Aldi's latest campaign relies on the comedic quick wit of former Cash Cab host, Ben Bailey. And it works. The spots for the low price, no frills grocery chain feature Bailey wandering through the store, talking to customers, getting them to talk over a megaphone, having them push him in a cart and other goofy scenarios throughout the store - all while making points about Aldi's high quality, selection and low prices.
Granted, I was a Cash Cab fan and have always liked Ben Bailey's affable, goofy persona. But I think Aldi (and agency, Weber Shandwick) has done a good job letting his inner child loose. It's a much better use of his talents than the local DTE energy company spots use of Bailey.
See for yourself. Here are the long intro version for the web, along with a couple TV spots.
Aldi - Cart Smarts with Ben Bailey
Aldi - Cart Smarts with Ben Bailey: Aldi Love
Aldi - Cart Smarts with Ben Bailey: Finding Herb
Let me know how you enjoyed them. And drop me a note if you have a suggestion for ad of the week!