Lidl delivers big impact with a simple premise

Directed by Pedro Varela, this series of ads creates a depth of meaning through simplicity and an implied narrative. 

In this series of short, direct films, o escritorio took a step back from emotional calls to solidarity and instead allowed the brand to speak for itself. Each spot shows a different city in Portugal, completely empty. The cities of Porto, Lisbon, Alentejo, and Braga take on a mysterious and immersive quality with no noise or movement. After a few seconds, a Lidl truck appears, bearing the iconic brand symbol. It’s very much a background piece, a small truck absorbed by the world around it. 

The concept is direct and approachable, simple and effective. Blanche Filmes has found settings that allow Portugal to shine, making Lidl an important part of the setting of the country itself. In one take, these ads portray resilience and restraint succinctly and without tugging on heartstrings.