Lidl: #SeriousSupport

After seeing the madness of the Super Bowl last weekend, we know how impassioned sports fans can get... and yet it's their support and energy that keeps the players going.

Director Henry Mason taps into this emotion in a new spot for budget supermarket, Lidl, although he suggests that actually it's the products in store that contribute to each athlete's sporting dedication.

And despite Lidl offering #SeriousSupport through food fuel, the retailer also supports the Ladies Gaelic Football League - which explains the inspiration behind the spot.

Created by Chemistry, the dramatic ad combines monochrome and colour, first person narration and thumping music to create a suspenseful climax, like the final minutes of playing time.