Aldi have a tradition of copying famous brands and cultural memes in the UK. In order to hijack the Christmas hype, we literally hijacked the most famous cultural meme there is at Christmas, a very familiar looking truck that’s synonymous with the Christmas holiday period. The appearance of this truck and the sound of the music is often a signal for many that the Christmas holidays have officially started. So what better way to increase Aldi’s association with Christmas than to hijack this icon with their very own Christmas icon, Kevin the Carrot.

Soft focus lights twinkle between snow covered conifers and we hear what sounds like a familiar Christmas holiday track. We catch glimpses of a colourful truck illuminated with fairy lights for the holidays. We assume it’s the famous Coca-Cola truck and the music seems to reassure us that it is. The truck drives through a forest, still slightly obscured by the trees. It then drives through a wintery suburb and for first time we realise that the livery reads ‘Kevin the Carrot,’ the name of Aldi UK's Christmas icon. We cut inside the cab to see that Kevin is driving! A girl looks out of the window and smiles as Kevin waves. Next, the truck drives up a mountain road and a little avalanche causes Kevin to lose control of the vehicle. He screams in fear before the truck comes to rest precariously on the edge of the snowy cliff.