"Prices"

30 March 2026

30s

The voice of cheese-on.

This Australian Aldi commercial introduces the price comparison website DAVID never knew he needed: comparethecheese.com. It's fake, sure, but if we search for it enough, maybe it'll become real. When an Aldi customer tries to use it, however, it prompts one of the budget supermarket's more unusual employees to intervene.

Like a wise man who flits between different planes of existence at will, he creeps up to the protagonist and breathes the words: "You don't have to." If the customer was brave enough to turn around, he'd see a knowing smile more persuasive than any app. Instead, he asks: "How do I know if it's the best?" Shaken to his core, but hopeful nonetheless, the cheese lover listens on.

There is, of course, no need to use comparethecheese.com when Aldi prices are what they are (the way the wise man blinks here is masterful). It's the best news the protagonist's heard since he found out cheese existed in the first place, and you sense there's going back to the way things were. We also like how other customers tune into the exchange, intone their pleasure, then go back to the weekly shop.

Australia

Supermarkets