AliExpress has launched a campaign aimed to position the brand as the e-commerce platform to find top brands at affordable prices, highlighting its fast delivery in just 5 days for selected products in AliExpress Plaza. The creative concept leverages music and local humour to connect with the audience. The campaign has been created by Icom Spanish agency Darwin Social Noise.

The campaign began airing on TV and digital platforms last week, and consists of seven short commercials, each one focusing on a different product from one of AliExpress’ partner brands for the campaign: Xiaomi, PlayStation, LG, Oral-B, Cecotec, Dodot and Durex. In each commercial, a character and tells (actually sings) a short story about an emotional wish, and as a resolution to that wish they get a package with a product from AliExpress. 

The slogan that goes with the campaign is ‘Make (order) your wish, because asking (ordering) doesn´t cost you much’, a game on words playing with the double meaning of the verb ‘pedir’ in Spanish, which means ‘to ask’, and also ‘to order’, and using also a saying in Spanish which translates as something like ‘asking for something doesn´t cost you much’. The stories are narrated with songs composed specifically for the campaign, in seven different musical genres –one for each story-, with lyrics in rhyme in a humour tone. 

Darwin Social Noise was assigned the campaign after an ad agency review involving four agencies. Lobo Kane was in charge of production and Christopher Cartagena was the director.