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12 November 2021

Future gains?

by Syd Briscoe


Lidl: “Future” - 60s

One of the great joys of Christmas dinner is making dull, repetitive conversation with relatives you only see once a year, and Lidl embrace that Great British tradition in this amusing Christmas outing. The ad shows the same family eating turkey and trimmings throughout the decades, from the present day into a laser-filled future.

Astute production design helps sell the humour here, with neat touches like unusual wine glasses and hexagonal ovens enhancing flashier displays like lightsaber-style turkey carvers. An increasingly weary performance from the head of the table also adds to the film's offer, as it seems he regrets his obnoxious relative's decision to 'live forever' as the years roll on.


Creative Agency: Karmarama Ⓟ Ⓦ
CCO: Nik Studzinski
Creative Director: Luke Ramm / Joe Holt
Creative: Fiona Moseley / Louisa Whitehead
Agency Producer: David White
Film Production: Independent Ⓟ Ⓦ
Director: Gary Freedman
Producer: Ciska Faulkner
Cinematographer: John Lynch
Editor: Adam Spivey Ⓦ @ The Assembly Rooms Ⓟ Ⓦ
Colourist: Jean-Clément Soret @ Company 3 Ⓦ

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