The ALDI holiday commercial opens with Santa losing his footing and tumbling off a rooftop, eventually landing on an ALDI truck. While the idea seems to suggest that the truck saves Santa—symbolizing the rescue of “The Holiday Spirit”—the concept feels overly simplistic and lacks cleverness.

The closing scene, where Santa strikes a surfer pose, comes across as dated and out of place. The only truly charming moment is when a little girl wakes up and catches a glimpse of Santa through her window—a brief but heartfelt touch.

Overall, the commercial feels rushed and conceptually uninspired. If I were the creative director, I’d have sent the storyboard and writing teams back to refine their ideas before moving forward.

Directed by Brian Billow of O Positive, headline the campaign. In “Saving the Holiday Spirit,” Santa is rescued from a rooftop mishap by an ALDI van, while “Accidental Party” turns a Christmas freeze-frame into a lively showcase of ALDI’s seasonal offerings.

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