Lidl launches Christmas ad focusing on the humour of festive etiquette

Lidl has become the first major supermarket to kick off its Christmas campaign, with an ad that heralds a new creative direction for the retailer.

Lidl: German retailer is the first major supermarket to launch its Christmas ad
Lidl: German retailer is the first major supermarket to launch its Christmas ad

The spot, by TBWA\London, does not feature the Lidl Surprises strapline and introduces the #SchoolOfChristmas. It will break first on social media this morning (1 Nov) and will air on TV tonight.

The Lidl School of Christmas offers festive tips and ideas including how to light a Christmas pudding and, most importantly, how to pretend to like ill-fitting presents. The ad explains Lidl has ‘Every Lidl Thing for Christmas’.

For the first time, Lidl has debuted the campaign on social media in what it says is a "festive gesture of thanks" for the loyalty offered by "Lidlers".

The brand has also launched a virtual School of Christmas across social and digital channels, with extra ‘lessons’ and tips from Michelin star awarded Kevin Love.

In 2014, Lidl's festive spot featured a group of unsuspecting consumers tucking into a Christmas feast made with Lidl fare, which they believed had been prepared with ingredients from more upmarket retailers such as M&S or Waitrose.

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