Is the Lidl Christmas advert a dire commentary on the state of modern day Britain, or a Christmas ad? At points, it’s quite hard to tell — but don’t worry. By the end, my initial confusion had been replaced by apathy.
Why? Pick your reason. For one, the whole thing is filmed in a rather depressing greyscale filter, which sucks all the colour out and replaces it with washed-out sepia (a tick in the dire commentary box). For another, there’s no magic or wonder here at all.
