Wonderful idea, Folk VML. Lidl Ireland is interrupting its TVCs a few seconds in with brilliant moments from the history of Ladies’ National Football League football in an unexpected way. The Lidl commercials running in familiar media spaces now feature LGFA highlights that audiences may have otherwise have missed – because, as the endline notes, greatness deserves to be seen. The campaign, part of Lidl’s decade-long sponsorship of the LGFA, will act as a taster of the greatness to come at this year’s Lidl Ladies’ National Football League.

Highlights Hijack runs across TVC and social, kicking off with a number of TV ads being hijacked with LGFA footage from Tuesday, January 20 , while a line‑up of influencers is set to have their own online content hijacked by the highlights, amplifying and celebrating the LGFA, its players and its history.

Karl Waters, chief creative officer at Folk VML, stated, “It’s only when people watch an LGFA match do they realise how great it is. The aim of this campaign is to get the sport in front of more eyes than ever before, so people can see just that. When Lidl say Serious Support for the LGFA they really mean it.”

It doesn’t hurt that Lidl becomes associated with the line, greatness deserves to be seen.

Fiona Fagan, marketing director at Lidl Ireland, added, “Over the past 10 years, we’ve been lucky enough to witness countless LGFA highlights from the stands. With our new campaign, we want to bring just some of these moments of brilliance to a wider audience. It’s part of our ongoing push for people to get behind the fight and fill every seat. We are eager for the wider public to experience future moments of greatness for themselves.”

Credits:
Client: Lidl
Marketing Director: Fiona Farrell
Brand Embassy Director: Tom Mughal
Head of Marketing Activation: Linda Fitzgerald
Campaign & Event Marketing Manager: Thomas Bird
Head of Brand Partnerships: Jennifer Kelly
Lidl Digital Content Manager: Jodie Knight

Creative Agency: Folk VML
Managing Director: Laura Daley
Chief Creative Officer: Karl Waters
Creative Director: Jonny Cullen
Senior Copywriter: Lisa O’ Hanlon
Senior Art Director: Orla Byrne
Business Director: Conor Thompson
Senior Account Manager: Ciara Ní Dhonnacha
Head of Planning: Eimear Fitzmaurice 
Senior Planner: Derwin Myers
Head of Production: Michael Cullen 
Senior Producer: Eric Brindley 
Production Assistant: Kellie Monaghan

Media Agency: WPP Media
Client Director: Niall McGee
Senior Account Manager: Sophia Gray