Lidl UK urges consumers to ‘Upgrade Your Christmas’ in 2018 ad


Tonight, Lidl UK is revealing the first adverts in its hotly anticipated 2018 Christmas advertising campaign. Going all out extra, the campaign uses the creative framework ‘Upgrade Your Christmas’ to portray farcical and hilarious Christmas scenarios which capture the viewers’ imagination from the get go.

Using the bold and quirky humour which Lidl is famed for, and rooted in consumer insight, the TV spots take typical occasions to extremes; each has its own comedic twist to bring a hilarious angle to the series.

The overarching theme – ‘Upgrade Your Christmas’ – provides the framework for the ads’ imaginative scenarios, showing that the best way to upgrade your festive celebrations is to explore the delicious delights Lidl has on offer, rather than going to any festive extremes.

These imagined scenarios involve a Cul-de-sac transformed into an ice rink, a 16 piece orchestra in a dining room, a giant Christmas tree, imported Arctic snow from the North Pole, and reindeer grazing amongst Christmas visitors. The adverts convey the message that while not everything at Christmas goes as planned, the important things – such as food, fun and the warm festive spirit – always do.

Throughout the series, the adverts portray the versatile array of food and drink Lidl is offering for the festive period. These range from premium gins and party food to the full Christmas dinner spread, with fish and vegetarian options taking centre stage in one of the adverts.

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 runs through the series, providing Lidl laughs and mouth-watering products to marvel at.”

Created by advertising agency TBWA\London, the first three 20” executions of the new campaign debut tonight at 19:45 during ITV’s Coronation Street. These will be the indoor orchestra (highlighting turkey), the imported snow (highlighting seasonal party food), and the Christmas tree (highlighting Hortus gin).

On the same date – 2nd November – the Christmas tree (highlighting Hortus gin) ad will air during Gogglebox on Channel 4 at 21:15. On 3rd November, the Christmas tree (highlighting Hortus Gin) and imported snow (highlighting party food) ads will air on ITV’s X Factor, both in the same break. Another notable spot is during the Pride of Britain awards on ITV on 6th November where all three of the first 20” ads will air. Further adverts will air in the run up to Christmas.