Germany: Aldi's animated commercial shows a traditional family, but that is... "problematic"
Kai Karotte has everything a young vegetable could wish for: a loving wife, three happy children and a fulfilled life. Aldi has been promoting the happy, animated carrot family at Christmas time since last year, which is supposed to accompany customers through the most beautiful time of the year. But not everyone is happy about that. Even as an animated carrot, one is not spared allegations of discrimination these days , as an article on the wmn Internet portal shows. The lifestyle magazine of the Funke media group attests that the ideal family being shown is "problematic".
"Kai loves Christmas and his family", Aldi introduces the orange connoisseur on its website. Mother Karla, who wears a pink bow in her carrot green, tries to fulfill every wish of her four loved ones and is Kai's "very big love". Son Michel reads detective books enthusiastically, daughter Mia often plays funny pranks on her family and little boy Merle loves to dance. A promotional clip from the supermarket chain depicts the idyll of a family that is warm and secure on Christmas Eve. “Love is what holds together. This applies to small vegetables, but also to the world,” the announcer sums up.
Classic families are a thing of the past
This representation has a "bitter aftertaste" for the magazine, which is aimed specifically at young women. Heteronormative structures are mostly shown in advertising. The carrots are "the perfect transfer of ideal life". We don't mean that as a compliment, but as a reproach. A traditional home with a mother, father and three well-behaved children ignores alternative models of life.
"In the opinion of many people from the younger generations, traditional role models of a 'classic' family belong in the past," explains the magazine. But this is exactly what the company reproduced with its advertising figures. Today it is normal for marriages to break down. "Aldi could have made a statement here by showing a queer family." Once again, the normal is pushed into the position of having to justify itself to the exception.
This representation has a "bitter aftertaste" for the magazine, which is aimed specifically at young women. Heteronormative structures are mostly shown in advertising. The carrots are "the perfect transfer of ideal life". We don't mean that as a compliment, but as a reproach. A traditional home with a mother, father and three well-behaved children ignores alternative models of life.
"In the opinion of many people from the younger generations, traditional role models of a 'classic' family belong in the past," explains the magazine. But this is exactly what the company reproduced with its advertising figures. Today it is normal for marriages to break down. "Aldi could have made a statement here by showing a queer family." Once again, the normal is pushed into the position of having to justify itself to the exception.
Kai Karotte has his own fan pages on Instagram
How nice the Christmas season would be for Michel, Mia and Merle if wmn were responsible for the supermarket chain's advertising films? Perhaps they sat under the Christmas tree as children of divorce and celebrated the festival of love with their single mother, who now identifies as Paprika, while Kai spent Christmas Eve with his new partner Kevin.
Nor does the magazine's insistence on claims such as "being queer is as normal as being straight" make them any truer. Aldi has made a conscious decision in favor of the normal, traditional family image, which is lived by a large majority in Germany.
Kai Karotte doesn't have to worry about the criticism, he has enough supporters. “Finally a traditional and positive advertisement! It takes courage these days, ”commented a user under one of the advertising clips on YouTube. Kai Karrotte friends even pay homage to him on Instagram with numerous fan pages. In addition, all members of the carrot family are also available as plush figures.
How nice the Christmas season would be for Michel, Mia and Merle if wmn were responsible for the supermarket chain's advertising films? Perhaps they sat under the Christmas tree as children of divorce and celebrated the festival of love with their single mother, who now identifies as Paprika, while Kai spent Christmas Eve with his new partner Kevin.
Nor does the magazine's insistence on claims such as "being queer is as normal as being straight" make them any truer. Aldi has made a conscious decision in favor of the normal, traditional family image, which is lived by a large majority in Germany.
Kai Karotte doesn't have to worry about the criticism, he has enough supporters. “Finally a traditional and positive advertisement! It takes courage these days, ”commented a user under one of the advertising clips on YouTube. Kai Karrotte friends even pay homage to him on Instagram with numerous fan pages. In addition, all members of the carrot family are also available as plush figures.
Source: Junge Freiheit
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