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Lidl Prices Are Forever in Futuristic Christmas Campaign from Karmarama

Independent's Gary Freedman shoots tongue-in-cheek glimpse into the future of Lidl

Lidl Prices Are Forever in Futuristic Christmas Campaign from Karmarama

Today, Lidl aired its hotly anticipated 2021 Christmas campaign, giving customers a tongue-in-cheek glimpse of what the retailer thinks a Christmas of the future might look like.

Created by Karmarama, the fun advert starts in the present day with revellers sitting down for a traditional Christmas lunch with all the trimmings, showcasing Lidl’s delicious festive food range and a typical yuletide family conversation. Viewers are then taken by surprise with another scene of the same group at the Christmas table, this time set decades in the future, complete with a cutting edge turkey-carving laser and the news that some family members have moved to the Moon!

The next iteration shows an even more futuristic Christmas dinner, with the same family still enjoying Lidl’s famed festive fare at ‘Lidl’ prices. In line with Lidl’s famous sense of humour, the advert outlines that even when ‘we’re carving turkeys with lasers, we’ll always be Lidl on price’, demonstrating its commitment to quality and value no matter what the future looks like and its mission to always giving shoppers a Christmas they can believe in.

The new Christmas spot builds on the success of 2019 and 2020’s ‘Big On a Christmas You Can Believe In’. Sitting within Lidl’s ‘Big On’ creative framework launched in 2019 also with Karmarama, the advert looks to highlight the brand’s commitment to being ‘Big on quality and always Lidl on price’.

No matter the decade, the ad features a host of Lidl’s delectable Christmas products including Deluxe Pigs in Blankets, Lidl’s Outstanding-rated Crémant de Loire (£8.49), new for this year Vegan Garland, and a full festive spread with a free-range British turkey. Prices remain front and centre during the advert, reassuring customers that no matter what the future looks like, Lidl will always be committed to quality and value.

Claire Farrant, marketing director at Lidl GB, said: “After a challenging couple of years, the nation wants to look forward not back, which is why we’ve set our light-hearted ad decades in the future. This is a food retailer first at Christmas and we feel Lidl is best placed to take our customers there! Given our commitment to always be Big on quality, Lidl on price this year we wanted our Christmas advert to show that we really do mean always, no matter what the future has in store for us!”

Nic Studzinski, chief creative officer at Karmarama, said: “Christmas is full of much loved, long-standing traditions and, whilst home interiors, fashion trends and technology evolve over time, ultimately we know that there will always be a festive jumper, lots of delicious food and someone trotting out the same old jokes. And at the heart of it, there will always be Lidl.”

The advert will have its TV premiere during Coronation Street this evening.

Featured Companies: The Assembly Rooms , Wave Studios

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Client: Lidl

Marketing Director: Claire Farrant

Head of Campaigns & Media: Jo Gomer

Campaigns Team Manager: Rebecca Lea Hargadon

Creative Projects Lead: Victoria Foster

Creative Agency: Karmarama

Chief Creative Officer: Nik Studzinski

Creative Directors: Luke Ramm & Joe Holt

Creative Team: Fiona Moseley & Louisa Whitehead

Agency TV Producer: David White

Production Assistant: Amie Nedwell

Managing Partner: Dave Owen

Senior Account Director: Jess Harding

Account Manager: Kya Cohen-Boon

Production Company: Independent Films

Director: Gary Freedman

Producer: Ciska Faulkner

Director of Photography: John Lynch

1st AD: Benji Edwards

Production Designer: Cat Meredydd

Food Stylist: Katie Giovanni

Costume Designer: Cynthia Lawrence-John

Casting Director: Hammond Cox Casting, Thom Hammond

Edit: The Assembly Rooms

Editor: Adam Spivey

Head of Production: Daniel Breheny

Producer: Lisa Trnovski

Post Production: Absolute Post

Executive Producer: Sally Heath

Senior Producer: Kirsty Ratcliffe

Creative Direction: Jonas McQuiggin & Phil Oldham

Colour Grade: Company 3 London

Colourist: Jean-Clément Soret & Steffan Perry

Colour EP: Ellora Soret

Colour Producer: Chris Anthony

Assistant Colourist: Dominic Phipps

Data Lab Supervisor: Adam Stannard

Sound: Wave Studios

Engineer: Tony Rapaccioli

Producer: Rebecca Boswell

Music Supervision: Major Tom

Category: Retail and Restaurants , Supermarkets

Genre: Comedy