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8 September 2014

Trading Places

Lidl: “Little Market” - 60s

How much of a surprise does it need to be when we discover that all the produce being sold in a pop-up market in a trendy part of London has been provided by Lidl?

On the one hand, there's an obvious positive to be gained from the revelation - especially as it seems that the reactions of these customers are genuine - but, on the other hand, if there's too much surprise then it's an acknowledgement of how low our expectations of the discount supermarket really are.

In practice, expectations couldn't be much lower. As DAVID has noted before, the Lidl brand has become shorthand for a sad kind of poverty with an implication that no-one would shop there unless they didn't have a choice. So it's a tough assignment to persuade people to give them a go.

Having said that, a population squeezed to the pips by a lengthy recession and its austere remedy are a lot less inclined to worry about what the neighbours will say if they're spotted exiting their local Lidl and - to some extent - all advertising has to do is provide them with a reassuring signal that it's okay to shop there.

This commercial achieves that with aplomb and it seems probable that punters will be willing to give them a shot.

That's why we hope this new approach is being backed by substantial changes to improve what happens when shoppers enter their outlets. It's no good relying on the idea that people won't mind it being a depressing experience so long as everything is cheap enough when a relatively inexpensive series of upgrades will persuade punters that they can have the best both worlds.

Creative Agency: TBWA\London Ⓟ Ⓦ
ECD: Jeremy Carr
Creative Director: Paul Weinberger
Creative: Tom Gong / Dan Kenny
Agency Producer: Natalie Spooner
Film Production: Rogue Films Ⓟ Ⓦ
Director: Finn McGough Ⓟ Ⓦ (Pulse Films Ⓟ Ⓦ)
Producer: Kate Hitchings
Editor: Mark Burnett Ⓦ (Whitehouse Post Ⓟ Ⓦ) @ tenthree Ⓟ Ⓦ
Post Production: Electric Theatre Collective Ⓟ Ⓦ
Grade: Electric Theatre Collective Ⓟ Ⓦ
Sound Designer: Ben Leeves @ Grand Central Ⓟ Ⓦ

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