Lidl Christmas advert 2024:  Budget retailer vies for John Lewis’ crown with a heartwarming advert about giving directed by and Oscar-winner

Lidl has thrown its Santa hat into the ring for this year’s most heartwarming Christmas advert this year.  

The German supermarket has today unveiled its festive advert showing how a small gesture can make a big difference in a sweet tale by Oscar-winning director Tom Hooper.

Set in a picturesque village, the ad opens with a little girl, wrapped up in a yellow hat and a blue jacket (which are of course, the Lidl colours), sledging down a hillside with other children. 

Amid the flurry of fun, she turns and notices a boy unable to join in as he is only wearing a thin coat and warming his hands with his breath.

On her way home, the kind-hearted girl stops to help an elderly woman who has dropped her Lidl shopping bag.

As a token of gratitude, the old lady hands her two bells tied together with a ribbon and says: ‘When the bell rings, make a wish’.

Now at home, the girl carefully places the bells on the Christmas tree and joins her family for a hearty festive meal.

As they chimes from the tree, her little brother makes a wish to turn the plate of Brussels sprouts in front of him into much more favourable gingerbread biscuits.

The young boy’s eyes widen as he takes in the goodies before him but, in a comedic moment, his mother makes a wish and changes the sweet treat back into the healthier option.

Inspired, his younger sister squeezes her stuffed racoon to her chest and wishes for it to come alive.

Magically, a life-size raccoon appears in her arms – which grandma seems to find disturbing.

Suddenly the children’s mother flings open the patio doors to find a huge gingerbread man patrolling the streets and it seems the boy’s original wish still came true.

The family laugh as snow falls and fairy lights twinkle around them before they all turn – including the monstrous gingerbread man – to see what the little girl from earlier will wish for.

Instead of wishing for a sweet treat or a real-life raccoon like her siblings, the kind-hearted girl takes a present from under the tree and closes her eyes.

As the softly spoken narrator asks: ‘Is it not more Christmassy to give?’, a flurry of magic whisks the gift away and it lands in the lap of the boy who was too cold to sledge earlier that day.

He excitedly opens the parcel to reveal a Lidl woolly hat and immediately puts it on.

Pleased with his presents, and more importantly warm, the boy joins the girl sledging the following day.

Lidl’s advert, which premiered on ITV1 on Sunday evening, signals the return of its beloved Toy Bank scheme which has returned for 2024.  

The supermarket is asking its customers to consider making a big difference with a small gesture by contributing to its toy bank.

This year they are hoping to collect over 100,000 toys for Lidl’s charity partners to distribute.

It comes after Sainsbury’s and Argos released their Christmas offering.

Sainsbury’s drew inspiration from Roald Dahl’s beloved BFG for its 2024 Christmas advert.

With a voiceover from Stephen Fry, the ad tells the story of the friendly 24-foot-tall giant and a real-life Sainsbury’s employee called Sophie who go on an adventure to locate the festive food on sale at the UK supermarket.

The chain enlisted the help of Sophie, a food services assistant at Sainsbury’s and a keen drama student, who made her acting debut in the festive advertising campaign.

At the start of the advert, the BFG chops up unappealing dishes designed to evoke memories of the famous children’s book, while a voiceover fantasises about appetizing alternatives, including ‘beef wellyboot’ and ‘wigs in blanket’.

Then, the friendly giant has a moment of reflection, before turning to the camera and asking: ‘Hey Sainsbury’s, how can we make this Christmas a bit more… phizz-whizzing?’

The advert then takes viewers to Sainsbury’s employee Sophie, who is putting trolleys away outside the supermarket in snowy conditions.

As the employee turns to walk back into the food store, a towering figure emerges behind her in the car park – the BFG.

‘BFG!’ exclaims Sophie, ‘I hear you need our help’. After a quick pause, the BFG extends his fingers signalling for her to take a seat in his hand, and says: ‘As a matter of fact, I does’.

The duo then travels across the county on a great adventure, collecting items to feature in Sainsbury’s festive food collection, including for the Taste the Difference range.

In their search for delicious food, the pair source food from Sainsbury’s suppliers, including salmon, Brussels sprouts, and deliciously crumbly Stilton cheese.

Next, the viewers get a glimpse of the range, as the camera pans out to reveal a dining table in the BFG’s cave featuring the dishes, including a roasted Carrot Galette, a Smoked Salmon and Maple Terrine, and a delicious Golden Forest dessert.

For a second year running, Sainsbury’s have announced their commitment to make affordable and tasty food accessible during the festive period through an initiative called ‘Good food for all of us’.

In the final scene of the ad, the BFG and Sophie wish each other a Merry Christmas as Stephen Fry asks: ‘Want to go big this Christmas? Ask Sainsbury’s. Good Food for all of us’.

Emma Bisley, Head of Campaigns, at Sainsbury’s, said: ‘The festive season is about making wonderful memories, and we’re here to help our customers create a truly unforgettable Christmas with family and friends, especially when it comes to food.

‘At Sainsbury’s, providing good food for all of us is at the heart of everything we do. We want to offer a diverse range of high-quality food products suitable for any occasion, whether customers are looking for new holiday delights or classic festive favourites, Sainsbury’s has something to satisfy every taste and budget through this year’s Christmas range.

‘Collaborating with the Roald Dahl Story Company this year was a remarkable opportunity to tap into the nostalgia and heartwarming spirit that the BFG embodies and we hope that this advert captures the nation’s hearts and fills them with joy.’

‘With over 21 million copies sold worldwide and translated into 49 languages, it continues to capture the imaginations of generations globally.

Elsewhere, Natalie Hopkins, Director of Global Product and Partnerships at the Roald Dahl Story Company, said: ‘By collaborating with Sainsbury’s to bring Roald Dahl’s beloved BFG to life in a new story, we hope the nation is as captivated as we are to see two old friends back together this Christmas.’

‘The BFG is perfect for Sainsbury’s mission to create a Big Christmas for all. 

‘Having only snozzcumbers to devour in Giant Country, his curiosity for good food leads to an adventure of discovery and wonderment with Sainsbury’s Sophie in order to bring the magic of Christmas to everyone.’

This year, Sainsbury’s is working with charity partner Comic Relief, to distribute over five million meals to families experiencing food poverty this Christmas.

The scheme is part of Sainsbury’s and Comic Relief’s Nourish the Nation programme, and there will be a different edition of this Christmas year’s advert highlighting the contribution.

And Argos is getting festive too! Their mascots Connie and Trevor are back on television screens for the store’s 2024 Christmas campaign.

With the help of Golden Globe winning director Michael Gracey, best known for the Greatest Showman, the UK retailer features Trevor living out his dream as a rockstar.

The T-Rex was in his element as he performed a cover of ’20th Century Boy’ on top of a Marshall speaker mountain to cheering crowds, including his best friend, Connie.

At the end of the advert, Connie surprises Trevor with the perfect Christmas gift – a Marshall speaker. ‘Whatever they’re dreaming of, there’s more to Argos,’ a voiceover concludes.

The advert, which includes music from David Kosten, aims to build on Argos’ ‘There’s More to Argos’ campaign, which launched last year to highlight the wide range of products that the retailer sells.

Laura Boothby, Head of Campaigns at Argos, said: ‘Our customers love Trevor the dinosaur and Connie the doll, so we’re thrilled they’re back again to spread some festive fun and magic in such an energetic and upbeat way.

‘At Argos, whatever your loved ones are dreaming of this Christmas, we’ve got it covered. Whether it’s the latest and best in sound and tech, or the top toys of the season’.

Michael Gracey, Director, said: ‘Bringing this unique Christmas story to life for Argos was a joy, merging Trev’s rockstar vision with Connie’s warmth to capture our collective desire for the perfect gift.’

Matt Moreland and Chris Clarke, Group Creative Directors at The Partnership, said: ‘We wanted to turn it up to 11 this Christmas and create something that really rocked.

‘We’re delighted with how the campaign turned out. Big thanks to the everyone that made it happen. Literal dream team.’