A solitary inmate makes his final preparations for Christmas in Lidl's 'The Cell'

Lidl is still pushing full throttle for crucial Christmas trade with the release of yet another seasonal ad designed to put a smile on the face of even the tightest Scrooge.

'The Cell' was produced by Finnish director Misko Iho and follows a solitary inmate making his final preparations for Christmas in an atmospheric jail.

Locked in his room the prisoner received a gift-laden tray from his conscientious jailer which happens to include an iron file, enabling a swift escape from the snow-laden prison under cover of darkness.

The ad concludes showing the Santa-esque old man sneaking back into his cell laden with Lidl shopping bags stuffed with everything needed to host the perfect Christmas dinner.

Iho remarked: “‘I haven’t worked in Finland for many years but the moment I read this script from [ad agency] Folk, I felt that this was really something I had to do. This kind of simple but impactful story is the reason why I love filmmaking so much.”

The ad culminates a frenetic period of advertising by the discount retailer after it 'hijacked' the Christmas campaigns of rivals M&S and Waitrose for a cheeky billboard push earlier this week.

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