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The cheapest Christmas ad.

Lidl Dienstleistung GmbH & Co. KG

Issue 47 | June 2018

Background

In Germany in the countdown to Christmas, all the supermarket brands were trying to outdo each other with costly, emotional Christmas ads. The films had little to do with selling goods and were largely interchangeable. LIDL, by contrast, wanted to stand out by proving that Christmas did not need to be expensive.

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