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Lidl UK Upgrades Christmas in Festive Spots from TBWA\London
05/11/2018
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Advertising Agency
London, UK
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Smuggler's Michael Clowater directs comedic ads for 2018 Christmas campaign
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Lidl UK has revealed the spots for its 2018 Christmas campaign, based around the creative framework ‘Upgrade Your Christmas’.

Using the bold and quirky humour which Lidl is famed for, TBWA\London has created seven comic TV spots – five of which are 20-seconds, and two of which are 30-seconds – that portray modern and relatable occasions each with their own comedic twist to bring a humorous angle to the series.

The overarching theme of ‘Upgrade Your Christmas’ provides the framework for the imaginative scenarios the adverts portray, illuminating how the best way to upgrade your festive celebrations is to explore the delicious delights Lidl has on offer, rather than going to any extremes.

The spots imagine scenarios where Lidl customers have nailed Christmas so well with Lidl food that they have got cocky and gone too far on other extravagances like a cul-de-sac ice rink, a dining room orchestra, an A-list pantomime star, a giant Christmas tree, imported Arctic snow and reindeer grazing by the dinner table.

Rooted in consumer insight, the strategy is based around the fact that families no longer feel they have to shop at expensive grocery retailers to get the quality they want and expect at Christmas. The spots also portray the brand’s eclectic array of festive food and drink, ranging from premium gins, vegetarian options and party food to the full Christmas dinner spread.

Ryan McDonnell, commercial director at Lidl UK, said, “Christmas is a time to go the extra mile when treating friends and family, and with this series of adverts we want to demonstrate that Lidl is the only place to properly upgrade your festive celebrations. Our classic humour and imagination run through the series, providing Lidl laughs and mouth-watering products to marvel at.”

TBWA\London’s chief creative officer, Andy Jex, added: “Ahh! Christmas, you gotta love it - you go all in with the Lidl Deluxe range, then get completely carried away with yourself and get a snow cannon for the garden and a real reindeer for the dining room. It’s easily done!”

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