A Lidl kindness goes a long way

At a time of year when most brands bombard us with messages of consumerism and self-indulgence, supermarket chain Lidl’s seasonal spot, directed by Tom Hooper through The Romans, aims to remind us that the best festive feelings can often be found in doing good deeds for others.  

The film opens with a storybook narrator telling a tale of festive joy that is experienced by ‘all but one’... as a group of children play happily in the snow, a young boy stands on the sidelines looking cold.  

A little girl notices him, and on her way home, an old lady gives her a bell that will grant her every wish when she rings it. Come Christmas day, she rings the bell, but the only thing she asks for is a present for the cold young boy... a Lidl bobble hat to keep him warm.  

The campaign celebrates how small gestures of kindness can have a big impact on those in need. It marks the return of the supermarket’s Toy Bank scheme, which sees new and unopened toys distributed locally to children of all ages who may not have otherwise received a gift at Christmas.