Discount grocer Lidl is celebrating how small gestures can make a big difference with a charity-focused Christmas ad that showcases the return of its ‘Toy Bank’ scheme.
Directed by Oscar-winning director Tom Hooper through Smuggler, the film explores the universal themes of sharing, selflessness and Christmas spirit through a young girl’s caring actions.
The 60-second spot opens with a narrator speaking of magic to be had for “all but one”, showing a little boy looking chilly on the side-lines as he watches other children sledding. The girl notices him and looks concerned.
On her way home, she stops to help an elderly woman who has dropped her bags. While helping her, the lady tells her to “make a wish when the bell rings”.
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The clip then shows a family scene as the narrator talks about Christmas joy arriving in all shapes and a bowl of Lidl sprouts is placed on the table.
The German firm’s Toy Bank scheme will now run through to 16 December, aiming to secure the donation of over 100,000 toys in total to ensure that underprivileged children can have a gift this Christmas.
‘Magical Christmas with Lidl’ will run across TV and social media throughout the festive period and builds on the themes explored in last year’s campaign, which was also centred around its Toy Bank scheme.
