Seemingly tense situations are transformed by the spirit of Christmas in this spot from Lidl in Finland, a thought-provoking film whose message is that we are all children at heart.
A man wandering around a dockside is confronted by what looks like a violent mob; a goth teenager walks up to a bunch of skinheads; a man in heavy boots shines a torch into a homeless man's face at night; a prisoner awaits the approach of his guard. The bleak, grey snowy weather in all of these scenes enhances our senes of impending threat. But in the second half of the ad, the various characters turn into child versions of themselves, handing over Christmas gifts. The spot ends with a father returning from the office and running to join his family at the dinner table as they are all revealed as children, accompanied by the tagline "Christmas spirit never gets old."
The spot is by Folk Finland, and was directed by Vesa Manninen at Directors Guild Helsinki.