U.K. retailer Lidl takes us to Christmas present and future, bringing us to the holiday feast table to see it evolve over the decades in this centerpiece spot, “Always,” directed by Gary Freedman via Independent Films for London agency Karmarama, with visual effects from Absolute in London.
The wry spot underscores that the more things change, the more they stay the same. As the cast propels forward into future festive fantasies, the performance, script, and costume of each actor get a space-age overhaul for the relevant decade. Uncle Gary goes from living in Spain, to the moon, to FOREVER, and the turkey is cut by knife, then laser, then hologram machine. Meanwhile Oggy the dog goes from begging for a pig in blanket, to using a speech generating device, to mentally manifesting for it–even though he’s since “gone vegan.” Who said you can’t teach an old dog new tricks?
Absolute were tasked with bringing the gift of VFX to a whopping 30 shots for the :60 edit. “Christmas ads in the UK are a bit like Super Bowl ads,” said Absolute’s Creative Director, Jonas McQuiggin. “They’re competitive, awash with spectacle and full of anticipation. So, when the opportunity to join in came down our chimney, we couldn’t say no–especially when the script was loaded with comedy, VFX and, most importantly, Christmas dinner.”
Credits
Client Lidl Agency Karmarama, London Nik Studzinski, chief creative officer Luke Ramm, Joe Holt, creative directors; Fiona Moseley, Louisa Whitehead, creative team; David White, TV producer; Amie Nedwell, production assistant. Production Independent Films, London Gary Freedman, director; Ciska Faulkner, producer; John Lynch, DP; Cat Meredydd, production manager; Katie Giovanni, food stylist; Cynthia Lawrence-John, costume designer. Casting Hammond Cox Casting Thom Hammond, casting director. Editorial The Assembly Rooms Adam Spivey, editor; Daniel Breheny, head of production; Liz Trnovsky, producer. Color Grade Company 3 London Jean-Clement Soret, Steffan Perry, colorists; Ellora Soret, color EP; Chris Anthony, color producer; Dominic Phipps, assistant colorist; Adam Stanndard, data lab supervisor. VFX/Post Absolute, London Jonas McQuiggin, Phil Oldham, creative directors; Chris Tobin, 2D lead; Harvey David, Lucas Warren, Tom Clapp, Nuke artists; Keith Rogers, Matt Burn, CG supervisors; Craig Healy, FX artist; Ollie Grant, Dan Baiton, Huggy Stephens, Sean Elliot, CG artists; Pedro De la Puente, concept artist; Luke Barker, graphics; Thomas Higgins, Tom Boucher, editorial; Ran Manolov, CG character design; Sally Heath, exec producer; Kirsty Ratcliffe, sr. producer; Maddie Godsill, production assistant. (Toolbox: Maya, Houdini, Nuke, Flame, Adobe Photoshop, Substance Painter, Adobe After Effects, Adobe Premiere, DaVinci Resolve) Sound Wave Studios Tony Rapaccioli, engineer; Rebecca Boswell, producer. Music Supervision Major Tom
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The filmโs protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a childโs life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace โ Preventive Programs, the founding organization of the โBullying-Free Schoolsโ program, which has been equipping institutions with resources to combat school violence for 12 years.
โResearch indicates that stains on a uniform can... Read More
