Mamia Ready When You’re Not with Aldi

Aldi’s “Ready When You’re Not”, a television commercial for Mamia nappies, has won Gold at the Clio Awards. Babies have an innate ability to choose the most inappropriate time to make use of their nappy. The commercial features babies, captured pulling ‘that face’ which every parent will instantly recognise. The campaign also included print, catalogue and online advertising across Kidspot, Mother & Baby and Birth websites.

Mamia Baby Face

Mamia Ready when you're not

Ready When You’re Not Credits

The Ready When You’re Not ad was developed at BMF, Sydney, by executive creative directors Carlos Alija and Laura Sampedro, head of art San Binder, art director Jason Halzinger, copywriter Kevin Lai, planner Alison Tilling, business lead Sam Viney, account director Nicki Fazal, account executive Jodie Lenne, agency producers Greg Fyson and Esta Lau, and managing partner Steve McArdle.

Filming was shot by director Scott Pickett via Jungleboys, Sydney with director of photography Geoffrey Simpson, producer Lee Thomson, online producer Dave Mosqueda and editor Paul Swain.

Sound was produced at Sound Reservoir by Lukas Ferry.

Photography was by Toby Burrows at The Kitchen Creative Management with art buyer Basir Salleh and producer Lee Thomson.