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Lidl campaign shows the right (and wrong) way to upgrade Christmas


Lidl has revealed the last work that will come from TBWA\London as the account is moved out of the agency. The Christmas campaign plays on the idea of how Lidl can ‘Upgrade Your Christmas’, showing several sports where upgrading has gone awry.

The campaign is made up of several TV spots (see a selection below) showing that the best way to upgrade festive celebrations is to explore what Lidl has on offer, rather than going to any festive extremes like a cul-de-sac ice rink, a dining room orchestra, giant Christmas tree, imported Arctic snow and reindeer grazing by the dinner table.

Ryan McDonnell, commercial director at Lidl UK, said: “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.”

The first the 20-second executions will air today (2 November) during ITV’s Coronation Street.

The campaign will be the last from TBWA\London, which has worked with Lidl for five years. The retailer recently put the £70m account up for review, with Karmarama, Leo Burnett, VCCP and WCRS all in the final staged of the pitch.

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