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A Lidl Christmas Story Set in the Clink

Creative

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This intriguing Finnish supermarket ad is created by Folk Finland and directed by Misko Iho through Directors Guild Helsinki

Lidl’s latest Christmas film, The Cell, is created by Folk Finland and directed by Misko Iho through Directors Guild Helsinki. The native Finn is repped through Stink London in the UK and is currently based in LA, where he is repped by Interrogate.

Set in a prison, we follow an elderly inmate, as Christmas arrives and snowfall beckons outside. Wearily, he counts down the days on his wall, accompanied by stirring music from Hannu Honkonen.

A prison guard slips a gift-laden tray under the door to his cell but what could be within the paper wrapping? Revealing a file, we see the inmate hightailing it into the dark, whilst the guard waits at his desk.

On hearing a bell, the guard returns to the cell where our white-haired, bearded friend can be seen climbing through the window, laden with Lidl bags. It’s almost as if he’s…..no, he couldn’t be? Could he…..?

The film closes with the unlikely friends sitting down to share a sumptuous Lidl Christmas dinner, complete with lit-up tree.

Misko says: "I haven’t worked in Finland for many years but the moment I read this script from Folk , I felt that this was really something I had to do. This kind of simple but impactful story is the reason why I love filmmaking so much."

Executive producer Juha-Matti comments: “Just when you thought all the Christmas films were done, Lidl pulls out a cracker!"