// Lidl premieres new Christmas advert on Twitter
// The advert is a witty parody of the traditional, often unrealistic, formula that other adverts are known for
// It will premiere on TV showing during I’m a Celebrity Get Me Out of Here tomorrow night
Lidl has unveiled its brand new Christmas advert on social media, which sees the discount grocer poke fun at the traditional festive campaigns from other retailers.
The animated advert premiered on Twitter’s First View feature this morning, ahead of a full TV launch during tomorrow’s I’m a Celebrity Get Me Out of Here premiere.
Opening with a seemingly traditional scene in which the world is “hushed and white with snow”, the advert’s vocalist questions whether a girl and robin could be about to spark an unlikely friendship – before abruptly bringing viewers back to reality by reminding them it’s a Christmas advert from Lidl.
The advert continues in this theme by making references to “emotional gravy” and moments designed to pull at the heartstrings.
Lidl’s new advert also tells viewers they “don’t need cutesy characters when carrots taste this good” before a carrot is unceremoniously poked with a fork – in what could be interpreted as a satirical jab at the Kevin the Carrot series from rival retailer Aldi.
Meanwhile, a range of food and drink are shot as real film and contrast against the animated and unrealistic scenes that Lidl’s advert looks to parody.
“Traditional Christmas advertising campaigns follow a very traditional formula of fantastical situations, stories and food – all of which are perfect for disruption,” Lidl GB marketing director Claire Farrant said.
“This year, we’ve parodied these tropes to show that Lidl’s incredible quality and value can give customers a Christmas reality they really can believe in.”
Separately, Lidl also launched the Teaming up to Tackle Hunger scheme – 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 6 million meals to an existing network of 2220 local charities.