Lidl pulls heart-strings in Christmas ad 2024

Lidl has today (3 November) revealed its Christmas campaign, with an ad focusing on the joy of sharing and giving back during the festive season.

Directed by Tom Hooper, known for his Oscar-winning work on The King’s Speech, the advert tells the story of one little girl’s kindness in a snowy village setting.

The ad opens with a young girl noticing a lonely boy watching other children sledding. Back at her family’s dinner table, surrounded by Lidl’s Christmas food offer, her family wish for giant gingerbread men and for sprouts to turn into cookies. But her own wish is sending her woolly hat to the boy she saw out in the cold.

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Accompanying the ad, the discount retailer has announced the return of its Toy Bank initiative, now in its third year.

Running in stores until 16 December, the scheme aims to distribute more than 100,000 donated toys to children in need. Shoppers can drop off unopened toys, to be distributed through Lidl’s local charity partners to kids who might not otherwise receive a gift.

The ad premiers on ITV1 at 7:15pm during Coronation Street and is set to roll out on Lidl’s social channels shortly after.