THE TRUCK

TitleTHE TRUCK
BrandLIDL
Category A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Product/ServiceLIDL
Entrant O ESCRITORIO Lisbon, PORTUGAL
Idea Creation O ESCRITORIO Lisbon, PORTUGAL
Production BLANCHE FILMES Paço de Arcos, PORTUGAL
Credits
Name Company Position
Nuno Jerónimo o escritório Creative Director
Pedro Pinho o escritório Creative Director
João Aragão o escritório Copywriter
Eduardo Pastor o escritório Art Director
Mariana Figuerola o escritório Account Director

Write a short summary of what happens in the film

With only one camera, one take and one truck, these commercials showed a Lidl truck crossing the empty streets of Portugal during the quarantine. The films close with the message “Here for you”, which then changes into the brand's statement “More of you”.

Cultural / Context information for the jury

In april 2020, Portugal was under lockdown. As panic grew among the Portuguese, people feared that the supermakets would collapse. Lidl Portugal wanted to assure them that they were was still here, working for them. But we were not the only ones to convey this message. So, while the airing time during the quarantine this period was crowded with dramatic, emotional and long copy commercials, supermarket chain Lidl Portugal took a different road to talk to its customers. Always following the same set of rules - one camera, one truck and one shot -, each commercial showed the truck crossing the empty streets of a different city: Lisboa, Porto, Braga and Alentejo. Without any pianos, actors or manifestos. The campaign was widely acclaimed, becoming one of the most effective (and certainly the simplest) commercial in this particular period.