Lidl "A Christmas you can believe in" by Karmarama

Lidl's Christmas spot has taken aim at the overused tropes of retailers' festive ads.

The 60-second animation opens over a snow-draped town before zooming in on a house, where a girl is leaving a mince pie on the windowsill for her robin redbreast pal – while a female vocalist sings a cutesy song about friendship. That’s until 12 seconds in, when a price appears on the screen, and the singer states: "Nope – it’s a Christmas ad from Lidl with great prices instead…"

The story then follows the girl as she runs downstairs to join Christmas dinner with the family, while the song rattles through various conventions of festive advertising, such as the slow pouring of "emotional gravy" and an invitation to viewers to "smell the magic" of free-range British turkey.

Credits

Brand
Marketing director
Head of campaigns & media
Marketing manager
Creative agency
Chief creative officer
Creative directors
Creative team
Agency producer
Production assistant
Managing partner
Account director
Account manager
Production company
Director
Exec producer
Producer
Production manager
Post production 
Head of production
Line producer
Assistant manager
VFX supervisor
Character supervisor
Onset VFX supervisor
Art director
Food stylist
Offline editor
Stitch editor producer
Online post production
Colourist
Freefolk producer
VFX flame artist
Sound studio
Sound design
Sound exec producer
Music company/ publisher
Music supervisor
Composer/ arranger/ producer
Songwriter
Vocalist