Lidl Champions the Joy of Sharing This Christmas

It’s yule-time for the Christmas ads to start rolling in - and Lidl has today unveiled its own festive offering, directed by Oscar-winning director Tom Hooper. Small gestures can make a big difference and create a magical Christmas feeling - that's what this year's Lidl Christmas campaign is all about.

The story begins with a narrator speaking of magic to be had for ‘all but one’ and shows a little boy looking chilly on the side lines whilst he watches other children sledging. A little girl notices him and looks concerned. On her way home, she stops to help an elderly woman who has dropped her bags - and, whilst helping her, the old lady tells her to ‘make a wish when the bell rings’.

The advert then shows a welcoming family scene and as the narrator talks about Christmas joy arriving in all shapes, a bowl of Lidl sprouts arrives at the table. Each family member begins to make a wish of their own, whether it be for a giant gingerbread man to arrive at the door, or for those sprouts to turn into a plate of delicious biscuits instead, and then back again. In an adorable move embodying the Lidl message of sharing the magic this Christmas, the little girl makes a wish to send her present - a Lidl woolly hat - to the cold little boy she had seen earlier that day.

In the spirit of creating a ‘Magical Christmas with Lidl’, the supermarket’s Toy Bank scheme has returned for 2024, with an aim of donating over 100,000 toys to reach more children than ever before. The scheme is a nationwide donation drive which sees new and unopened toys distributed locally to children of all ages, through the partner charity network, who may not have otherwise received a gift at Christmas.

From now until the 16th of December, Lidl shoppers can drop off new and unopened toys which will then be gifted to local children in need this year. In previous years, the most sought-after items have been games, toys, books, puzzles and arts and crafts materials.

Lidl’s Christmas advert premieres on ITV1 and across Lidl social channels, and the Toy Bank scheme will run in stores nationwide from now until 16th December.