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19 November 2020

Never mind the baubles.

by Andrew MacGregor


Lidl: “A Christmas You Can Believe In” - 60s

After such a tumultuous year, one could forgive no-frills supermarket Lidl for injecting schmaltz into their Christmas campaign. Instead, this 60" animation skewers the brand’s rivals, both figuratively and literally.

Meigan Brown & Tobias Owen’s cheeky, lyrical script prioritises purse strings over heart strings, with anthropomorphic robins and carrots given short shrift by the cast. Like tinsel on a Festivus pole, Lidl find such things too distracting.

On top of barbs like “We don’t need cutesy characters when carrots taste this good” are director Joseph Mann’s warm and witty visuals, which ensure the ad slots well into the festive oeuvre. Mind you, we doubt Lidl will be on any rival's Christmas card list now.


Creative Agency: Karmarama Ⓟ Ⓦ
CCO: Nik Studzinski
Creative Director: Luke Ramm / Joe Holt
Creative: Meigan Brown ♀ Ⓟ Ⓦ / Tobias Owen
Managing Partner: Zoe Eagle
Account Director: Sophie Coyne
Account Manager: Rhian Turner
Agency Producer: David White
Film Production: Blinkink Ⓟ Ⓦ
Director: Joseph Mann Ⓟ Ⓦ
Producer: Joshua Smith
Production M'ger: Jack Bingham
Executive Producer: Bart Yates
Cinematographer: Simon Paul
Food Stylist: Fergal Connolly
Art Department: Penny Markham
Editor: Max Windows Ⓦ @ Stitch Ⓟ Ⓦ
Offline Producer: Angela Hart
Colourist: Paul Harrison @ Freefolk Ⓟ Ⓦ
Flame: Andy Copping @ Freefolk Ⓟ Ⓦ
Vocals / Music: Natasha Hodgson / Mara Carlyle

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