Lidl Christmas ad 2023

The discount retailer tries to capture hearts with a little forest critter.

If we're completely honest, this one had us nodding off for a few seconds halfway through it.

It's very, very long - too long. Just shows you what good editing and pacing can do for the final version of an expensive ad.

It also could quite easily pass for a John Lewis-ad from about 5 years ago, so on that front too it's not differentiating the Lidl brand strongly enough to warrant the effort and expense.

A valiant effort, but painfully lacking in a proper strategic underpinning.