Lidl launches Christmas 2022 advert with a difference and poignant festive message
4th November 2022

Whether it’sopening a fresh box of Celebrations, relaxing with a festive film or evenchanging into some Christmas PJs, it’s never too early to begin enjoying the most wonderful time of the year.

And one surprising thing that has become a staple part of the festive period is seeing what Christmas adverts brands across the world release, with companies becoming known for their increasingly heartwarming commercials.

After Disney released its animated offering earlier this week, budget supermarket chain Lidl has now released its own 2022 Christmas advert and has introduced viewers to a very unlikely festive celebrity.

Featuring Lidl Bear – a teddy bear who accidentally becomes famous – the hotly-anticipated advert begins begins when a dad shrinks a Lidl jumper in the washing machine, prompting his young daughter to dress her bear in the garment.

As people across the world set their sights on Lidl Bear, the cuddly character is catapulted into the spotlight and suddenly enters a world full of red carpets, advertising campaigns and flashing lights.

And while Lidl Bear may have achieved worldwide fame, something just isn't quite right. Away from its family and its beloved owners, the expressionless little bear is left facing one question – will he get home in time for Christmas?

Making its TV debut during ITV’sCoronation Street on Friday 4 November, the advert is on a mission to get viewers thinking about what really matters this Christmas.

Speaking of the advert, Claire Farrant, marketing director at Lidl GB, said: “What stands Lidl Bear apart from other Christmas characters is its hilarious, deadpan expression.

“By displaying no emotion, it manages to create humour and deliver our message about what’s actually important this Christmas.”

But while fans may be won over by the Lidl Bear’s adorable deadpan expression, customers won’t be able to purchase a cuddly replica.

Instead, with the cost of living crisis continuing to take its toll on families up and down the country, Lidl is encouraging its customers to donate new and unopened toys such as games, books, puzzles, and arts and crafts for a range of ages.

As part of its Lidl Bear’s Toy Bank, items will be distributed through the Neighbourly community network and then be gifted to children that need support in the local area.

“You also won’t be seeing Lidl Bear for sale in any of our stores – because, in the face of unrealistic Christmas expectations and pressure, we know what really matters is being with the people we care about,” said Claire.

Meanwhile Peter de Roos, chief commercial officer at Lidl GB, added: “Instead of selling Lidl Bear, we’re asking everyone who can to spare a bear, and other toys, to give to those in need this Christmas.

“From Kevin to Percy and everything in-between, all toys will be welcomed with open arms – because there’s room for everyone at the table this Christmas.”

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