Christmas adverts have a way of lighting up the season but Lidl International’s latest festive film goes beyond sparkle—it’s a touching reminder that the greatest magic of all lies in kindness, connection, and the joy of giving.
Global (09 November 2024) – It’s that time of year again when festive adverts make their way into our hearts, wrapping us in warmth and joy. Few things capture the spirit of Christmas quite like a story of generosity, and this year, Lidl International has delivered something truly magical—a short film that’s as touching as it is inspiring.
Lidl’s festive campaign offers two versions: a concise 1-minute TV spot and an extended 6-minute short story that dives deeper into its heartfelt narrative. Directed by the Oscar-winning filmmaker Tom Hooper, this advert isn’t just a promotion; it’s a powerful story about kindness, connection, and the true meaning of Christmas.
The story begins with a narrator introducing the idea of magic “for all but one”. We see a young boy watching other children sledging, his sense of exclusion palpable. Observing from afar, a young girl notices his loneliness and feels compelled to help, setting off a chain of heartwarming moments. On her way home, the girl helps an elderly woman who has dropped her shopping. The woman tells her to “make a wish when the bell rings”, a line that becomes the catalyst for a series of small but meaningful actions. As the film unfolds, we’re treated to delightful family scenes celebrating Christmas in different ways. Then the wishes begin… a bowl of Brussels sprouts turns into biscuits, a massive roast chicken appears, a raccoon, a band and even a giant gingerbread man comes to say hi.
But the most poignant wish comes from the little girl herself. In an act of selflessness, she decides to grant the wishes of everyone in her community, to take all that her family has and share it with everyone in need.
You can watch the 1-minute version below, but we suggest putting 6 minutes aside to be moved by a story that will stay with you for a very long time.
The advert also marks the return of Lidl’s Toy Bank scheme, which was first launched in 2023. This initiative aims to surpass last year’s achievement by collecting over 100,000 toys for children in need. Until 16 December, Lidl customers can contribute by donating new, unopened toys at designated drop-off points in stores.
Jonathan Deeb, the South African Chief Creative Officer at BBDO Germany, shared the extended film on LinkedIn, expressing his pride in the project:
“It’s been an absolute joy yet again to bring the festive season to life with a campaign for Lidl International. This time with an evocative film shot by Oscar-winning director Tom Hooper.
The most powerful wishes are the ones we make for others. This is a message that goes beyond our film. Lidl is dedicated to supporting its communities and invites customers to join in, donating food and toys to bring joy to those in need.
I hope BBDO Germany, in partnership with Lidl, brings magic to everyone as we flight our film across 30 countries around the world.”
Deeb extended his gratitude to Lidl for believing in the creative vision while also giving a heartfelt “shout-out” to the creative partners who made the campaign possible.
“And a massive shout out to our creative partners—you guys rock! And your craft shines through.”
This festive season, Lidl’s advert isn’t just about celebrating; it’s about inspiring us all to give. Because, as the campaign beautifully reminds us, the most powerful wishes are the ones we make for others.
May your festive season be filled with joy, generosity, and all the good things you wish for and more!
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