Lidl has revealed the first TV ads for its 2018 Christmas campaign, ‘Upgrade your Christmas’, playing out “modern and relatable” festive occasions with a comedic twist.

Created by TBWA\London, the product-focused ads have been designed to demonstrate how Lidl can “upgrade” people’s festive celebrations without adding to the cost.

The spots imagine scenarios where Lidl customers have done Christmas so well – thanks to Lidl food, of course – that they have gone too far on other extravagances such as a cul-de-sac ice rink, a dining room orchestra, giant Christmas tree, imported Arctic snow and reindeer grazing by the dinner table.

Based on consumer insight, the strategy leans…