AliExpress. Make your wish, because asking costs very little.

Agency: Darwin Social Noise
Client: AliExpress
Campaign: 'Make your wish, because asking costs very little'

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.

The week of July 7th, 2020, a second wave of seven short commercials began airing on TV and digital platforms, each one focusing on a product from AliExpress partner brands: Cecotec, Monix, Realme, Braun, Dodot, Finish and Oral B. In each film a character opens a box and sings a short story about his “emotional desire” and what he gets from Aliexpress is that desire in the form of a product. Once again the campaign stands out for its humor tone and music in seven different musical genres, composed specifically for the campaign.

Campaign details:

Agency: Darwin Social Noise

Advertiser: Alibaba

Product: AliExpress (e-commerce platform).

Brand: AliExpress

Client: Iting Lin, Guillermo Ruiz Nuño

Creative President: Carlos Sanz de Andino

Executive President: Miguel Pereira

Executive Creative Director: Óscar Moreno

Creative team: Gonzalo Calvo, Pablo Caraballo

Agency Head of AV Production: María Jiménez

Account executive: Serena Francescato

Graphic Design: César Bertazzo

Content Director: Bel Rodríguez

Production: Lobo Kane

Executive producer: Ramón Corominas 

Production Manager: Elena Sáenz

Director: Christopher Cartagena

Title: “Pedir cuesta muy poco”

Version: 7 x 20” + 7 x 10”