Aldi defends ‘light-hearted parody’ of Christmas ads, complaints have been filed with the standards body

Aldi has defended its Christmas 2022 advertising after Ireland’s advertising regulator received a spate of complaints about it.

The German supermarket chain released the animated commercial last week but was criticized by some members of the public who argue parts of it are inappropriate.

Just like Macaulay Culkin was forgotten in the blockbuster Christmas movie Home aloneAldi’s parody advert begins with a carrot named “Kevin” left behind when his family takes a trip to Paris.

As Kevin the Carrot relaxes at home, he is interrupted by an intruder trying to break it.

He springs into action, fending off the would-be burglar – who turns out to be Santa – with “carefully planned traps” and a flaming dart lit from a flaming Christmas pudding.

However, in his rush, Kevin electrocutes himself and then ziplines out of a second story window before finally landing upside down and getting stuck right under a snowman’s belly.

Kevin protrudes from the snowman’s waist and breaks free as he is greeted by a slightly disheveled Santa and his relieved family.

In a statement to, the Advertising Standards Authority for Ireland (ASAI) said: “ASAI has received 18 complaints in relation to this advert. The complaints are currently being examined. While ASAI will generally comment on the rules contained in the Code, we do not comment on the specifics of identified advertising while the material is being reviewed. Further details on the complaints procedure are set out on the website.”

While ASAI has been unable to disclose the details of the 18 complaints, some people in Ireland and the UK have recently taken to social media to complain that it was inappropriate.

In particular, many complaints related to the specific area of ​​the snowman where Kevin stuck the carrot.

The Aldi commercial pokes fun at Kevin’s unfortunate positioning, saying: “He made a hasty exit to become a… snowman’s nose?”

One woman who took to Twitter to voice her concerns to Aldi Ireland wrote: “I’m not a prude but @Aldi_Ireland’s Christmas advert aimed at children seems gaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa this year, aimed at children

In a statement to Independent.ieA spokesman for Aldi Ireland said: “Our Christmas advert is a cheerful parody of a classic Christmas film that has proved immensely popular with Kevin’s loyal fan base.”

Meanwhile, the commercial has also garnered praise on the social media platform.

While Kevin the Carrot’s family is walking through the airport in the commercial, one of his siblings is making a donation at a Barnardos booth.

The advert later includes a banner saying Aldi plans to raise €1m for the Irish children’s charity, while a second text overlay provides the web address for the public to donate to Barnardos.

A spokesman for Barnardos said that: “The Aldi Christmas ad is a 100% Aldi production. As our charity partner, Aldi highlights Barnardo’s call for much-needed donations this Christmas.”

The spot officially aired on Irish television on November 10th and marks the seventh year that Kevin the Carrot has starred in the company’s Christmas commercials.

Ahead of the launch of the ad, Rita Kirwan, Aldi Ireland’s Marketing Director, said: “This year’s ad pays homage to a popular family Christmas classic that is sure to entertain film fans – and we think it’s our best yet! Over the last seven years Kevin has become a regular feature of the festive season here in Ireland and we are confident his performance this year will have Irish viewers cheering ‘Kevin!’ to call.”

Aldi has also launched a range of “Kevin & Co plush toys” which went on sale on Thursday. The range includes a Kevin doll and Christmas tree decorations.

Aldi Ireland is encouraging customers to share their Kevin the Carrot pictures on its Twitter page for a chance to win “this year’s full collection for free”.

Such was demand for the toys in Britain that over 70,000 shoppers queued up online yesterday while hundreds more waited for Aldi store doors to open. Aldi defends ‘light-hearted parody’ of Christmas ads, complaints have been filed with the standards body

Fry Electronics Team

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