"Eggs"

24 March 2026

30s

Egg-sistential crisis.

This outstanding commercial for Aldi in Ireland, like the previous ad in the campaign, draws attention to a very simple idea - if another supermarket advertises itself as being able to match Aldi's prices, why not go to Aldi in the first place?

It is a point that we at DAVID have made ourselves, so, obviously, we have to heap praise on its use by the makers of this ad. But the idea needs to be expressed in exactly the right manner to land the point, and that's exactly what's been achieved here. The proposition is slightly veiled by the tragicomedy of an egg facing an existential crisis as he realises that one of his five companions has just been hoisted out of the box and dashed against the side of the bowl. The animation in minimalist, and all the more effective for it, as the egg at the front ignores the kitchen carnage and contemplates the Tesco paradox instead.

So simple, so good.

Ireland

Supermarkets