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Lidl – Launch

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A series of ad spots show off clever copywriting and dramatic moments as customers relate their product-based conspiracy theories.

One woman thinks the croissant has a listening device. Another imagines that prices this low could only be found in a simulation. A third imagines that Lidl redirected a freshwater salmon stream to run directly through a landlocked store to deliver the freshest fish at the lowest possible price. All wrong, but all wholly entertaining. 

VMLY&R launched the series (Launch, Avocado, Salmon, and Croissant) of fun characters with absurdist tendencies, and the pieces feel joyful without being overwhelmed by silliness. Picrow handled production, with all spots directed by Fatal Farm.

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