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Vaughan Arnell Talks Bunnies, Easter Eggs and Why he Wants to be in Aldi’s Gang

Trends and Insight 121 Add to collection

Merman chat with director Vaughan Arnell about his Easter spot with Aldi and the joys of a tough shoot

Vaughan Arnell Talks Bunnies, Easter Eggs and Why he Wants to be in Aldi’s Gang

The king of directing music videos, Vaughan Arnell tackles retail with his latest commercial for Aldi this Easter. Bringing a joyful Mexican twist to the festivities, we are greeted with a table full of mouth watering food from Aldi. Taking on a playful spin, we see singing lemons, tweeting birds, a mariachi band and even a dancing bunny creating a colourful spring bonanza! I like it like that!

Merman sit down with Vaughan about the shoot and directing rabbits. 

This is a fun departure for you into the wild world of retail. How did this collaboration come about? 

I had met Dave from McCann on the Aldi Christmas shoot a couple of years back when Kevin the Carrot met Mr Robbie Williams. I came on board to film all the live action stuff with Robbie and the agency and client really liked the energy and pace that we brought to the shoot so we pitched on the next Aldi Easter and won it! 

Do you think your work on music videos influenced your directing on this particular shoot?

Big time! Dave really liked the style and spontaneity of a music video and as it was a two day shoot on a limited budget, we had to approach using this mindset, thinking on our feet and sounding out what would work well. We sprinkled the music video world to give a real ‘freshness’ and by doing this, without sounding cheesy, everyday on the shoot became amazing! Not often you get tough shoots that are that are so much fun.

This feels very joyful. What was so great about this shoot?

Every person on the shoot! We cast our crew especially so all the team that worked with me previously on music videos, came on the shoot. Everybody brought their ‘A’ game, everyone wanted to be there. There was a really great vibe. It was like working with Take That, The Spice Girls and One Direction, the energy and pizzazz makes you feel like you’re part of a gang. Well, it felt exactly the same on this shoot. I actually got withdrawal symptoms when it was over. True story.

There’s a lot of VFX/ post in this commercial. It has an old school ‘Disney’ feel about it, did you enjoy adding these flourishes?

We wanted to use as many mediums as possible on this shoot. We initially made a mood film that incorporated all these different styles so it was a whirlpool of creativity. Freefolk did a brilliant job and we’re thrilled with the end result and hope this leads to many more collaborations.

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Client: Aldi

Marketing Director: Sean McGinty

Marketing Manager: Ian Lewis

Marketing Assistant: Kayleigh Walker


Agency: McCann UK

Chief creative officer: Dave Price

Senior Art Director: Ben Kaberry

Head of TV: Lucy Moore

Business Director: EJ Brown

Senior Account Manager: Cara Harcombe

Account Manager: Nancy Payne


Production Co: Merman

Director: Vaughan Arnell

Executive Producer: Siobhan Murphy

Producer: Adam Saward

Production Manager: Sam Linzell

1st Assistant Director: James Sharpe

DoP: Will Bex

Production Designer: Laura Ellis Cricks

Costume Designer: Rebecca Seager


Editor: Kit Wells @ Final Cut

VFX: Jason Watts @ Freefolk

VFX Producer: Laura Ricketts

Colourist: Paul Harrison

Flame: Andy Copping

2D Animator: Paul Donnellon

Head of 3D: Harin Hirani

3D: Artur Drozdowicz

Nuke: Bradley Cocksledge

Music: SixtyFour Music

Sound Designer: Parv Thind @ Wave

Categories: Supermarkets, Retail and Restaurants

Merman UK, Thu, 18 Mar 2021 16:40:03 GMT