Much like the TV specials that air in December, every Christmas, millions of Americans look forward to the time-honored tradition of the Christmas commercials. As far back as this mode of advertising existed, we always seem to ask the question “how will the big businesses make us cry this time?” After all, some of the most heartfelt and happiest commercials are posted during this magical time of the year, from the famous Frankenstein monster TV spot (featuring comedian Brad Garrett as the creature) and the wonderful Campbell’s commercial featuring the snowman turning into a boy. However, the media has erupted into a firestorm of more negative proportions thanks to a little talking carrot (you heard that right). Let’s take a closer look at the controversial Aldi Christmas commercial that had everyone talking.
I See Booze Bottles
As part of the TV ad, a cute little character named Kevin the Carrot is performing in a parody of the classic horror/thriller film The Sixth Sense. In the scene, the little vegetable claims he can “see dead parsnips,” as a narrator attempts to tell us what is going on. During the voiceover, the disembodied voice mentions a “few spirits” that Christmas and award-winning spirits. At the end of the TV spot, multiple bottles of alcoholic drinks (spirits) are seen on camera, and a person dressed as ghost terrifies the little carrot Kevin.
Cute Carrots for Children
So why was this advertisement deemed so controversial? Having a cute orange carrot with beady eyes and a childlike voice that obviously appeals to kids doesn’t help. Although Aldi defended its project by claiming the ad ran in accord with the BCAP code (claiming people under 18 years did not see this ad), but the ASA still argued that the advertisement was still too child-friendly. After all, Kevin was sold as a plush toy for little ones. Sometime later, Aldi once again explained that the advertisement was more appealing to adults than children but agreed to follow the ASA’s demands to take down the TV spot. After all, themes of alcohol use cannot appear on television, right?
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