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22 June 2021

Just a Lidl further.

by Andrew MacGregor


Lidl: “Affordable Quality” - 40s

Adland's yomp towards post-pandemic life continues with this hard-working spot for Lidl. Director Andrew Gaynord's camera roves across town to spotlight barbecues, drinks with friends, and impulse purchases from the middle aisle, as the supermarket depicts life in fullish swing again (though a night on the sofa remains acceptable).

Such work rarely features on an awards shortlist, where rancid burgers now run riot. Yet small details like a party guest in a wheelchair and a brief chuckle at the television mid-forkful deserve mention, as they contribute to a nimble and useful piece of work for the brand. Let's see how the rest of this sector responds to an unlocked UK.


Creative Agency: Karmarama Ⓟ Ⓦ
CCO: Nik Studzinski
Creative Director: Luke Ramm / Joe Holt
Creative: Matt Butterfield / Ben Mills
Senior Acc Handler: Amanda Taylor
Account Manager: Alice Barnes / Rhian Turner / Henry Ansell
Business Team: Kate Fitzgerald
Planner: Amy Gilmore / Jeppe Fischer-Mogensen
TV Producer: Alessia Small
Film Production: MindsEye Ⓟ Ⓦ
Director: Andrew Gaynord Ⓟ Ⓦ
Producer: Hera King / Debbie Ninnis
Cinematographer: Matthew Fox Ⓦ (WPA Ⓟ Ⓦ)
Food Stylist: Fergal Connolly
Post Production: Sally Heath @ Absolute Post Ⓟ Ⓦ
VFX: Ben Robards @ Absolute Post Ⓟ Ⓦ
Colourist: Matt Turner
Sound Design: Factory Ⓟ Ⓦ
Audio Mix: Jon Clarke

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