LIDL has released its Christmas advert for 2022 and it’s a heartwarming watch.
The clip stars an adorable cuddly bear, but your kids are bound to be gutted as they can’t have him for themselves.
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Lidl Bear’s story begins when a dad accidentally shrinks his Lidl jumper in the wash.
His young daughter has the idea of putting it on her teddy bear, and, just like that, a star is born.
The bear finds fame in the aisles of Lidl before becoming the expressionless face of the supermarket’s advertising campaign.
It experiences the highs and lows of fame at Christmas, all while the little girl continues to miss her toy.
The world around Lidl Bear goes crazy in its attempts to make a little stuffed toy a celebrity, but the teddy remains poker-faced.
After a Christmas wish, the bear returns home to be with its family as they tuck into the festive food range available at Lidl this year.
The heartwarming ad is airing today on ITV during Coronation Street – but it won’t be the first we’ve seen of the furry friend.
Eagle-eyed Brits may have already spotted Lidl Bear popping up across the country on TV, in newspapers, and on social media, as the star of this year’s show has been teased ahead of its “paw-fficial” premiere.
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Unfortunately for your kids though, the little bear will not be available to buy.
Claire Farrant, marketing director at Lidl GB, said: “What stands Lidl Bear apart from other Christmas characters is its hilarious, deadpan expression.
“By displaying no emotion it manages to create humour and deliver our message about what’s actually important this Christmas.
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“You also won’t be seeing Lidl Bear for sale in any of our stores – because, in the face of unrealistic Christmas expectations and pressure, we know what really matters is being with the people we care about.”
Rather than selling the character, Lidl Bear has instead been the inspiration for the supermarket’s Christmas charitable drive – which aims to ensure every child experiences the “joy of a beloved toy this Christmas”.
Lidl Bear’s Toy Bank is a nationwide donation initiative, giving new or unwrapped toys and games to children across the UK.
Peter de Roos, chief commercial officer at Lidl GB, said: “Instead of selling Lidl Bear, we’re asking everyone who can to spare a bear, and other toys, to give to those in need this Christmas.
“From Kevin to Percy and everything in-between, all toys will be welcomed with open arms – because there’s room for everyone at the table this Christmas.”
It comes as most of the major supermarkets released their Christmas ads this week.
M&S kicked off its campaign with one from comedy duo French and Saunders, whereas the Sainsbury’s ad features This Morning’s Alison Hammond.
