The newest Christmas tradition is for sentimental advertising campaigns from the UK’s biggest retailers.
But this year Lidl has decided to buck the trend by releasing not one but three festive adverts – and you certainly won’t be tearing up when you see them on TV.
The witty ads focus on three very relatable characters, whom everyone will have met at some point in their lives.
From a mince pie muncher, and the hero who steps up to carve the turkey at Christmas dinner, to the dreaded Christmas party double dipper, the ads ask: which one are you?
One of Lidl’s Christmas adverts features a dreaded double dipper who horrifies guests at a Christmas party by dunking a Spring roll into chilli dipping sauce more than once
The adverts are much simpler than the million-pound campaigns of its rivals, and forgo top notch animation or a starry cast.
Instead, they feature ordinary characters that most people will be able to relate to, as a mock-serious voiceover narrates their characteristic Christmas behaviour.
One advert shows a woman double dipping a Spring roll at a Christmas party – a serious food hygiene no-no – while the other guests look on horrified.
Another – the Mince Pie Maverick – features a father who munches on mince pies constantly in a variety of ways. Sometimes he grazes or nibbles, and other times he chomps.
Another of Lidl’s festive adverts focuses on a mince pie-obsessed father, who munches his way through the tarts at any opportunity
The other Lidl Christmas advert features a Cavalier Carver, the hero everyone knows who always steps up to carve the turkey on Christmas Day
The last advert is dedicated to the Cavalier Carver, the one person who always steps up to carve the turkey at Christmas dinner every single year as hungry diners look impressed.
Unlike many of its rivals’ adverts which don’t actually show off any products, Lidl’s campaigns are clearly flogging three of its staple festive items: £1.59 mince pies, British turkeys, and a £3.99 60-piece Oriental Party Selection.
‘Our campaign “Every Lidl Thing For Christmas” has been developed to showcase the fantastic breadth of food and drink we have for the UK customer at Lidl,’ Claire Farrant, the supermarket’s UK advertising and marketing director, said.
‘Each Christmas tribe is paired with a Lidl product, demonstrating how we are offering everything anybody could want for this Christmas, and always at unbeatable value.’
Lidl is the latest retailer to launch its Christmas advertising campaign, with M&S, Aldi, Very, Vodafone, and Tesco also releasing its adverts in the last few days.