Haven't seen the new ad. Mrs MM who does the shopping really likes Aldi. She as far as I am aware doesn't buy own brands, but does buy Fruit, Veg and some meat products, along with sugar and milk.
I don't tend to shop there to be honest - I always find I can buy a lot of one off things I fancy trying, but I need to do a real shop elsewhere and end up spending more. But I really like their ads :)