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2 September 2021

Better late than never.

by Andrew MacGregor

Lidl: “Early Hours” - 30s

Sure as a watched kettle never boils and a Tom Cruise movie is delayed multiple times, a baby never falls asleep exactly when you want it to. This well-observed Lidl ad depicts numerous parents locked in a Sisyphean bedtime routine, while their offspring steal the show with their bemused and carefree expressions.

Joanna Bailey's discreet direction ensures moments like a kitchen ASMR session and a trip to the swing resonate, aided by some lovely reaction shots. The brand then offer parents a solution that's both easy on the wallet and on their dwindling sanity - if only they could salvage all those lost hours of sleep into the bargain.

Creative Agency: Karmarama Ⓟ Ⓦ
Creative Director: Luke Ramm / Joe Holt
Creative: Charlotte Kelly / Sam Rhodes
Agency Producer: Jenny O'Connell
Film Production: Snapper Ⓟ Ⓦ
Director: Joanna Bailey ♀ Ⓟ Ⓦ
Producer: Brock van den Bogaerde
Cinematographer: Martin Hill Ⓦ (Vision Ⓟ Ⓦ)
Editor: Russell Icke Ⓦ @ Whitehouse Post Ⓟ Ⓦ
Post Production: Youngster London Ⓟ Ⓦ
Sound Design: 750MPH Ⓟ Ⓦ

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