Funny Advertising for a Saturated Market
How does your company make an impact? Especially when you are expanding into a new region where there is already too much competition? The best thing to do is make a humorous video ad that stands out and gets people talking. Lidl, a German-based supermarket chain with stores throughout Europe, has recently expanded into The U.S. and Canada in 2017. They are a discount grocery market who offer basic food products at competitive prices. Their new video (see link below) is definitely something to talk about.
We start with a family making dinner. There is a father, two young girls, and a third child. This is encompassing of any and all American families. Thus Lidl wants to stand as a company that serves the entire community. The mother walks in and asks what is going on. The dad tells the mom to “Just taste” (a wonderful slogan or hashtag Lidl should make use of in the future). The mom tastes some of the hot pasta sauce and begins to remark on its flavor.
At this point, we are only 5 seconds into the video but it has just got interesting. If this video were a YouTube pre-roll video, the viewer is already curious about the reaction. Lidl takes this a step further and their logo appears in the lower right-hand corner. If you decide to skip the ad at this point, you will know it is a commercial for Lidl company. But you will also be left with the impression the mom is about to say “Oh, sh .” you fill in the rest. But I suggest you keep watching. The real entertainment is about to begin and this is by far a wonderful testament to the playfulness ads can have.
A voice-over comes over to describe Lidl stores as selling fabulous products. The “sh ” audio of the mom continues as she looks in slo-mo to see the children gazing up at her. The sprinkling mozzarella letting the viewer know this is a slow motion capture. The eyes of the kids expecting to hear a bad word. Just then, Grandpa pops his head from around the corner with raised eyebrows, excited for the drama about to ensure. This lends massive humor to the video.
With the storyline wrapping up, the mom finally ends her sentence. “Oh, shoulda got more” and the dad looks over to a stockpile of groceries. The “shoulda got more” is the title for the video and the idea that Lidl wants to bring to their customers. It says exactly what they want their audience to know, Lidl sells good food at low prices.
This ad knows two important things: First who Lidl is. If they were a European specialty market the ad would be drastically different. That is not how the company wants to be seen in the U.S. They stand for being a family supermarket where you can buy delicious foods at reasonable prices. Secondly, Lidl knows their audience. This is indicative by the actors and the commonly identified foods that they are eating by any American region. The humor plays as a memorable faucet. It will get viewers to think about Lidl when they see it in relation to a competitor.