LIDL is trying to make this year laugh with three Christmas ads – but we're not sure how funny they are.
In the three commercial shorts airing tonight on ITV and Channel 4, there are buyers who have made dull preparations for Christmas, such as ordering snow at the North Pole.
Contrary to the trend for a sentimental tantalizing commercial, all three of Lidl's 20-second ads have a dry voiceover that shows how a shopper upgraded his Christmas by buying Lidl's food and drinks " Has.
But not all their preparations went according to plan, as the buyers have done stupid things, for example ordering a 16-piece orchestra for Christmas dinner in a very small dining room and buying a 75-foot Christmas tree.
Some viewers will find that the jokes in the "Upgrade Your Christmas" ads diminish, but the festive places of the supermarket are always more practical than other brand advertisements.
Last year's ads featured comparable Christmas figures, such as the hero carving the turkey at Christmas dinner and the dreaded Christmas double ladle.
The first ad shows a smiling woman when she puts in a Lidl turkey, which is on sale from 19 December.
The spokeswoman praises her for choosing the supermarket turkey – but then she reveals that the woman did not do everything right when she ordered a 16-piece orchestra playing in the tiny room where her family eats, which causes a pressure.
It's supposed to be a fun guide to how to make Christmas and how not to do it – but it's unlikely anyone will make you laugh.
The next ad focuses on a party host who bought Lidl snacks worth £ 1.99.
The commercial filmed him happily with guests and said that he managed to improve his Christmas by ordering food in Lidl.
But then the voiceover reveals that the man stupidly ordered snow from the North Pole for the party – causing a tidal wave when the man opens the box he arrives at.
The third ad is about a woman smugly drinking a glass of Lidl's Hortus Gin, which costs £ 15.99 per bottle.
But once again, she messed up her Christmas plans when she ambitiously ordered a 75-foot Christmas tree for her home that did not fit in the room.
Lidl said the idea behind the ads was to show that everything that counts at Christmas is the "warm spirit" – and the food and drink.
Ryan McDonnell, Commercial Director at Lidl UK, said: "Christmas is a time when friends and family are being treated. With this ad series, we want to show that Lidl is the only place where you can truly enhance your festive celebration.
"Our classic sense of humor and imagination go through the series and amaze Lidl laughter and delicious products."
The three ads will air on ITV during 19.45 on Coronation Street. The Gin Short is then played during the break for Gogglebox on Channel 4.
Lidl said there will be more ads ahead of Christmas, including a dead-end accidentally turned into an ice rink and reindeer grazing while guests at the Christmas party try to mingle with them.
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Argos will also start his Christmas ad tonight.
It has a scary fool – but some parents may say that it ruins the festive magic for children.
Today, Asda's Christmas commercial with a gunner Santa Claus and Yetis also appears.
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