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.
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.
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.