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Aldi – Kevin the Carrot Returns in Aldi's Festive Sequel

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Last seen dangling from Santa's sleigh as it sped away into the night (did anyone else feel a frisson of fear at the prospect of a peckish Rudolph?) Kevin the Carrot, Aldi's cute Christmas mascot, returns to screens in the supermarket's 2017 campaign.

In the 60-second spot, created by McCann UK and directed by Psyop via Stink Films the cute animated vegetable embarks on another seasonal adventure when he hitches a lift on a luxurious sleeper train and stumbles upon a banquet of delicious food... and at the other end of the table, a toothsome lady carrot. Full of cheeky filmic references - from Agatha Christie’s Murder on the Orient Express, Nine and a Half Weeks and Titanic abound - the film is narrated, as previously, by Golden Globe-winner Jim Broadbent. 

 

 

In addition to the hero film, Aldi will be running 14 product oriented sub-campaigns as 20- and 30-second TV executions as well as being delivered across digital, social, outdoor, press, cinema, radio, door drop and in-store. If you're dying to get your hands on your very own Katie and Kevin carrots, then you're in luck - as part of the retailer's charity partnership with Teenage Cancer Trust, they've also created soft toy versions of the carrots.

Below, Lucy Clark, senior producer, Psyop, tells us about the challenges and delights of bringing back the cute carrot.

 

Lucy Clark, senior producer, Psyop


What was your reaction on receiving the script?

Excitement! The script is such a great continuation of Kevin's story. It shows off his heroic, adventurous side, adds in some mystery, and of course turns into a wonderful love story of Kevin finding someone to share in his adventures with.

This year’s campaign sees the return of Kevin the Carrot – how much pressure was there to create a sequel as well received as the first?

The challenge was bringing the next chapter of his story to life. He was so well received last Xmas, we couldn't wait to help bring back this character that everyone fell in love with and share the next part of his journey with everyone.

 


The spot also introduces a love interest for Kevin – Katie - tell us a bit about how you brought the new character to life.

We had a lot of fun thinking about Kevin's love interest and how she would look, as well as her mannerisms and how we wanted her to interact with Kevin. The story also gives him the chance to show he's a hero, and we wanted to show Katie's feelings for him develop as the spot played out.

What was the biggest challenge for you, technically speaking?

The two big challenges were creating the lavish interior of the train carriage and also bringing Katie to life. Kevin is such a brave guy (and pretty cute to boot), we had fun creating his perfect carrot match!

 


In the battle for the UK’s favourite Christmas ad, what do you think Aldi’s chances are?

We think this latest spot stands a great chance. It continues on the story or our little hero carrot, and his quest to find someone to share in his adventures with him. It's a heartwarming story for the holiday season!

What are you hoping to find under the Christmas tree this year?

A pair of Kevin and Katie Carrots of course!

 

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