David Reviews

 Biting the hand that feeds us since 2002.

14 November 2016
UK Supermarkets

If we had to sum up the cleverness of TBWA's advertising for Lidl in a single phrase it would be this: it gives us permission to shop there. And their Christmas ad provides a brilliant example of how effective this approach can be.

As families get ready for a meal that many consider the most important of the year, they will focus on the single most crucial decision: whether to invite Uncle Ray the racist after last year's eggnog incident. No, not that, it's the turkey, obviously, it's the turkey. Specifically, where they are going to buy it.

Ideally, they want to avoid paying too much, but they want it to be decent quality and some will have a thought for animal welfare. Or - to be strictly accurate - they will worry about the judgement of those they invite to join them on Christmas Day. The cheapest turkey you could find? No-one wants to be that guy.

That's why this campaign is so clever. It transforms the idea of 'cheap' into its respectable cousin 'inexpensive'. The question in everyone's heads has been asked and it turns out that their standards are much better than we imagine.

We're not sure which platform is being used to put these challenges to Lidl - we can find no evidence of this question having been put to the supermarket via social media as other trade journals are claiming. (The press release accompanying this work refers to the remark having been "discovered via social media or independent market research" so we're assuming it must have been the latter.)

Not that we want to get bogged down with this. It's a fair enough contrivance and the choice of director persuades us that Debbie was the author of the sentiment. Tom Barbor-Might's documentary skills once again prove perfect for this campaign and it seems highly probable that turkeys will be, er, flying off Lidl's shelves this Christmas.

"Coming Home"

Kate said:

Well found Matt! Mind you, if anyone were to have that sort of encyclopedic knowledge of David Reviews and its subscribers' comments, it



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McDonald's give hope to toys nationwide with their Christmas film. We're introduced to Juliette - a vintage doll who's never experienced playtime and has learnt to endure her loneliness with silent fortitude. Each day from her toy shop window she wistfully watches people meet up to share food and laughter in the McDonald's across the street... and she resolves to act.

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21 Nov 2005
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Kellogg's Corn Flakes
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21 Nov 2006
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Home Office - The Policing Pledge
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This amusing ad takes a familiar scenario and gives it a twist. A young man nervously steps to the counter in a pharmacy and it's clear we're supposed to think he has an embarrassing question. But he's not after condoms or advice about a rash on his penis.

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This ad reminds people who live in shared households that it's vital that they get around to fitting a smoke alarm rather than allowing it to become one of those tasks that they leave to someone else. It's a clever way to get this message across.

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Balance North East
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J D Williams
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This beautifully animated spot for Radio 4 asks us "where will four minutes take you?" and then goes on to demonstrate just what we might learn from the diverse selection of programmes on the station as summed up in the 'four minute' section at the BBC's iPlayer site. Clear, engaging and intelligent, it really does make you want to explore more of what's on offer.

On This Day

David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.