Lidl: “Loathe / Like / Love” - 2 mins
This trio of commercials for Lidl made for the Northern Ireland market were shot by Michael 'Derry Girls' Lennox and they demonstrate his innate gift for delivering broad stroked comedy. In the first - and strongest - of the films, an angry man draws attention to the retailer's offerings by explaining how much he loathes the shop. It's a reasonably familiar trick but it's been delivered with the elan you'd expect of the director who has made Channel 4's hit comedy popular with audiences and award juries alike.
The other two films are more conventional as they feature Lidl devotees, but a little bit of dissent is provided by cameo appearances from the dissatisfied fellow from the first ad - which is such a neat idea that you wonder why it hasn't been done before.
Incidentally, fans of 'Derry Girls' who haven't yet caught up with the second series should be sure to do so. With Northern Ireland currently in the news because of a fear of a Brexit-fueled return to the troubles of yesteryear, it's worth reminding ourselves what it was like there in the 1990s... and having a good laugh as we do so.
||Michael Lennox Ⓟ Ⓦ (76Ltd Ⓟ Ⓦ)