Lidl has launched its Christmas advert for 2024, centred around the joy of sharing as it signals the return of its toy bank scheme.
The 60-second film opens with a narrator speaking of magic to be had for “all but one”, showing a little boy looking chilly on the side-lines as he watches other children sledging. A little girl notices him and looks concerned.
On her way home, the girl stops to help an elderly woman who has dropped her bags. While helping her, the lady tells her to “make a wish when the bell rings”.
The film then shows a family scene as the narrator talks about Christmas joy arriving in all shapes and a bowl of Lidl sprouts is placed on the table.
Each family member goes to make a wish, from a giant gingerbread man arriving at the door to the sprouts turning into a plate of biscuits instead.
The little girl makes her wish to send her present – a Lidl woolly hat – to the little boy she had seen earlier that day.
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The supermarket’s Toy Bank scheme has returned for this year, after featuring in its campaign for 2023, with the aim of donating more than 100,000 toys to reach “more children than ever before” via the partner charity network.
From now until 16 December, Lidl shoppers are able to drop off new and unopened toys to be sent to local children in need this year.
The Christmas advert premieres on 3 November at 19:15 across ITV1 and all of the grocer’s social channels. The Toy Bank scheme will also run in stores nationwide from today until 16 December.
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