It’s not often that the OOH component of a campaign outshines the TVCs. But TBWA\London’s Lidl Christmas posters are ferociously funny. They’re also ferociously competitive in a decidedly subversive way, which is why they are very, very likely to be noticed.
The posters, which are part of Lidl’s Upgrade Your Christmas campaign, appear to show ads for Waitrose and Marks & Spencer, each with Lidl’s own ad stuck over the top, making a cheeky observation about Lidl’s cheaper mince pies or Christmas puddings. These ads are the brainchild of copywriter, Geoff Smith, and art director, Simon Morris.
Meanwhile, the TVC components, seven in all, are also humorous. Each highlights a ridiculous element a host has added to upgrade their Christmas event – imported snow (which arrives as water), a 75 foot Canadian fir tree (just a few?! Feet higher than the ceiling). The fallibility of human behaviour is always fun to watch and in this case, allows Lidl to present a price campaign in an entertaining manner. The idea in the ads is that you don’t have to go to expensive extremes to upgrade Christmas – you can do it economically at Lidl.
Ryan McDonnell, commercial director at Lidl UK, explained, “Christmas is a time to go the extra mile when treating friends and family, and with this series of adverts we want to demonstrate that Lidl is the only place to properly upgrade your festive celebrations. Our classic humour and imagination run through the series, providing Lidl laughs and mouth-watering products to marvel at.”
Creative Agency: TBWA\London
Chief Creative Officer: Andy Jex
Creatives: Ben Brazier & Johnny Ruthven
TV Producer: Malika Patel
Assistant Producer: Joss Haynes
Account Management: Jessica Torode, Ben Trenchard & Alex Austin
Business Director: Frank Morris
Production Company: Smuggler
Director: Michael Clowater
DOP: Richard Mott
Producer: Jason Scanlon
Editor: John Smith @ Whitehouse Post
Post Production Company: Electric Theatre Collective
Colourist: Lewis Crossfield
VFX Supervisor: James Belch
Producer: Arianna Maniscalco
VFX: Tom Humphreys, Aitor Arroyo, Billy Stockwell & Bob Wolf
Sound Designer: Parv Thind @ Wave