Lidl has debuted its new Christmas ad for the 2020 festive season.
The video, which will have its first TV showing during Sunday’s opening episode of I’m a Celebrity, is a tongue-in-cheek look at the trend for sugary-sweet seasonal commercials designed to tug at our heartstrings.
And it takes a vicious but hilarious stab at Aldi’s Kevin the Carrot adverts, as a roasted Kevin-clone complete with human features ends up speared on a diner’s fork.
The animated ad makes fun of sentimental Christmas advertising, teasing us with the typical traditional style before changing tack completely.
Opening with a scene in which a wintry world is ‘hushed and white with snow’, the voiceover vocalist questions whether a young girl and a robin could be about to spark an unlikely friendship – before abruptly bringing viewers back to reality.
The ad continues in this theme by making playful references to “emotional gravy” and moments designed to make viewers sad.
Then Lidl takes one step further when the vocalist explains you “don’t need cutesy characters when carrots taste this good” – before a carrot looking suspiciously like a well-cooked Kevin is unceremoniously poked with a fork.
An array of festive food and drink is shot as real film to contrast against the computer-generated animation the advert is aiming to parody.
Products featured in the ad include Lidl’s Crémant de Loire,Deluxe 24 Month Matured Christmas Pudding and a full festive spread with a free-range British turkey.
Prices are put front and centre in a bid to show that a Christmas of delicious food needn’t be a thing of festive dreams.
Ryan McDonnell, Commercial Director at Lidl GB, said: “We all need a little light relief this year, so we wanted our Christmas ad to show customers that our commitment to high quality at Lidl prices means everyone can believe in a great Christmas – and we had a bit of fun doing it too.”
Reflecting the challenging realities some people face this Christmas, Lidl has also launched the Teaming up to Tackle Hunger scheme – a retail first which allows customers to donate essential food items directly to their local community at the till, with the retailer matching every donation made.
The initiative forms part of Lidl’s ongoing partnership with Neighbourly, which has seen Lidl donate over six million meals to an existing network of 2,220 local charities.