Aldi cancel ‘Teatime Takedown’ ad campaign following backlash - Dexerto

Aldi cancel ‘Teatime Takedown’ ad campaign following backlash

Published: 26/Mar/2019 16:47 Updated: 26/Mar/2019 17:08

by Calum Patterson


Supermarket chain Aldi UK have axed their incredibly unpopular ‘Teatime Takedown’ ad campaign, which was mocked for its attempt to drag ‘addicted’ gamers away from their game and down to the dinner table.

Teatime Takedown asked parents to sign-up their kids, who would then somehow be matched in a game with a ‘professional’ player and be beaten so badly that they would immediately rage quit the game and go spend some quality family time instead.

The esports community were quick to point out the holes in this campaign, as well as collectively sigh at what appeared to be another misguided and cringeworthy attempt to use gaming to market.

Aldi UKTeatime Takedown wanted to get kids off games and at the dinner table on time.

The trailer for the campaign was roundly disliked, currently holding a ratio of 5 thumbs up to 105 thumbs down on YouTube, and Aldi’s announcement was mocked on social media.

The campaign also drew comparison’s to the failed ‘Bully Hunters’ initiative, which similarly set out to use ‘elite gamers’ to get rid of toxicity and sexism in gaming, but used misleading statistics and falsely claimed their broadcast was live rather than scripted and pre-recorded.

Following the largely negative feedback, Aldi UK have removed the Teatime Takedown page and sign-up from Facebook, and sent apology emails to various complaints about the ad.

In one email response, Aldi customer service explained that they were “sorry for any disappointment” and even offered a £10 voucher.

The campaign had not truly got underway yet, with the first ‘Teatime Takedown’ sessions planned to start on March 29. Still, a professional video and marketing push was completed, but it looks like Aldi have acknowledged it could have been executed just slightly better, to put it mildly.

Call of Duty

Scump explains why new CDL “bubble” in Texas is a big advantage

Published: 28/Jan/2021 5:55 Updated: 28/Jan/2021 6:01

by Brad Norton


All of OpTic Chicago, along with a majority of other pro teams, have relocated to Texas for the Call of Duty League 2021 season, and Seth ‘Scump’ Abner believes it’s going to give them a huge “advantage” over their CDL rivals.

With the switch to online play in 2020, teams were scattered across the United States. Players could be competing from the other side of the country with a significant network disadvantage.

Given LAN events are still a ways off due to the ongoing global crisis, a majority of CDL pros have established a makeshift “bubble” in Texas to combat the issue. With all players in one location, Scump argues that it only benefits teams for the year ahead.

“I absolutely love it,” he said on January 27. With his teammates all training out the H3CZQUARTERS facility, there appear to be no excuses for the upcoming season.

Being in the one location affords a degree of team bonding that you just can’t get online, according to Scump.“I think it has tremendously improved our team chemistry. Every single night [the team] is always hanging out after scrims.”

“You can just tell. It feels like we trust each other a lot more inside of the game. We trust each other to make good decisions and do the right things on the map.”

From OpTic’s standpoint, it’s not just the team chemistry that’s proving valuable. “On top of that, you have the sheer connection advantage,” Scump added.

“I believe 31 of 48 players are in Texas right now and it might even be more than that. Clearly, Texas has some sort of connection advantage for people to want to pick up their lives and move down here to compete.”

We’ve already seen the move pay dividends for OpTic as they recently blitzed through the LA Thieves 3-0 in the Kickoff Classic. “We’ve been playing super good. I can’t even remember the last time we lost a scrim set. It’s been amazing to have the whole team here and I think it’s only going to benefit us moving forward.”

With other teams having followed suit with a move to Texas, it should help establish a more even playing field for a majority of matchups this year.