Peter York on Ads: Full-on underclass or clever and retro? Who can say

Lidl

It's everywhere. Not in Big London of course, they couldn't make any money at these rents. But they're everywhere else. "Lee-dirl"; the German supermarket Lidl, the cousin of Aldi and Netto.

It's everywhere. Not in Big London of course, they couldn't make any money at these rents. But they're everywhere else. "Lee-dirl"; the German supermarket Lidl, the cousin of Aldi and Netto.

Lidl is so unsmart, so un-21st-century, so not Choice, and Finest, and Low Salt, and Oak-Smoked, and Jamie Oliver, and all the palaver of middle-class supermarketry. Lee-dirl is dirt cheap and its advertising is primary coloured and jingly and repetitive and everything you're supposed not to do. So much so that it's extremely attractive and will have powerful appeals to the Nathan Barley Shoreditch set (we all wanted that series to work, didn't we?).

Lidl have been running the same basic commercial for ages now. A car pulls up - looking tremendously 1970s, but not on purpose - outside one of Lidl's modestly configured outlets (somewhere rather windblown near a Medway Town, I imagine). Then you get a young woman looking like an anorexic Amanda Holden in a cheap white jacket walking down the primary-coloured aisle pushing her trolley.

That's when they sing "Lee-dirl". It's the Lee-dirl moment and very '70s and Rotters' Club it is too. The rest of the song goes, "Brand new quality, but cheaper". You'd expect supermarket things to be brand new somehow wouldn't you, so what exactly do they mean? There's a long line of soft drinks they say are "up to 50 per cent cheaper". They all look rather feebly bright, in early synthetic, boiled-sweet colours and none of them seems to be quite the brand you're expecting - "Cola" written in a Coke-ish way, and so forth. Is Lee-dirl entirely own-brand, commissioned by Germans and made up in, say, Bulgaria?

On the back of the standard intro and the cheap food (difficult to say how cheap unless you're discounting a big brand or a Known Value Item), Lidl ads feature a wonderfully Lucky Dip range of non-foods. One week it'll be a barbeque, next it'll be one of those wire rack Wardrobe on Wheels affairs (£19.99). Or there's a wicker shelf thing (£24.99). Is it particularly full-on underclass - do the people from Shameless go to Lee-dirl - or rather clever and retro or what?

You certainly see a lot of the Lidl logo which seems to be fashioned from early primary plastics - yellow, blue and red - with the 'i' lying on its side in a naffly desperate way. No wonder the whole thing's such a cult.

Peter@sru.co.uk

PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebookA unique anthology of reporting and analysis of a crucial period of history
Arts and Entertainment
Jamie Dornan stars as Christian Grey in the Fifty Shades of Grey movie
filmFirst look at Jamie Dornan in Fifty Shades of Grey trailor
News
Lars Ulrich of Metallica performs on the Pyramid Stage at Glastonbury 2014
music
Sport
Shinji Kagawa and Reece James celebrate after the latter scores in Manchester United's 7-0 victory over LA Galaxy
football
Voices
voicesGood for Lana Del Rey for helping kill that myth, writes Grace Dent
Sport
Farah returns to the track with something to prove
Commonwealth games
Life and Style
fashion Designs are part of feminist art project by a British student
Arts and Entertainment
The Tour de France peloton rides over a bridge on the Grinton Moor, Yorkshire, earlier this month
film
News
Very tasty: Vladimir Putin dining alone, perhaps sensibly
news
Arts and Entertainment
Top guns: Cole advised the makers of Second World War film Fury, starring Brad Pitt
filmLt-Col Steven Cole is the man Hollywood calls when it wants to borrow a tank or check a uniform
Life and Style
Listen here: Apple EarPods offer an alternative
techAre custom, 3D printed earbuds the solution?
News
Snoop Dogg pictured at The Hollywood Reporter Nominees' Night in February, 2013
people... says Snoop Dogg
News
The University of California study monitored the reaction of 36 dogs
sciencePets' range of emotions revealed
Arts and Entertainment
A scene from Shakespeare in Love at the Noel Coward Theatre
theatreReview: Shakespeare in Love has moments of sheer stage poetry mixed with effervescent fun
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Campaign Manager

competitive: Progressive Recruitment: A leading marketing agency is currently ...

BI Analyst

competitive: Progressive Recruitment: A leading marketing agency in Central Lo...

DBA

£40000 - £55000 per annum + competitive: Progressive Recruitment: DBA, London,...

Web / Digital Analyst - SiteCatalyst or Google Analytics

competitive: Progressive Recruitment: My client who are a leading publisher in...

Day In a Page

Screwing your way to the top? Good for Lana Del Rey for helping kill that myth

Screwing your way to the top?

Good for Lana Del Rey for helping kill that myth, says Grace Dent
Will the young Britons fighting in Syria be allowed to return home and resume their lives?

Will Britons fighting in Syria be able to resume their lives?

Tony Blair's Terrorism Act 2006 has made it an offence to take part in military action abroad with a "political, ideological, religious or racial motive"
Beyoncé poses as Rosie the Riveter, the wartime poster girl who became a feminist pin-up

Beyoncé poses as Rosie the Riveter

The wartime poster girl became the ultimate American symbol of female empowerment
The quest to find the perfect pair of earphones: Are custom, 3D printed earbuds the solution?

The quest to find the perfect pair of earphones

Earphones don't fit properly, offer mediocre audio quality and can even be painful. So the quest to design the perfect pair is music to Seth Stevenson's ears
US Army's shooting star: Lt-Col Steven Cole is the man Hollywood calls when it wants to borrow a tank or check a military uniform

Meet the US Army's shooting star

Lt-Col Steven Cole is the man Hollywood calls when it wants to borrow a tank or check a military uniform
Climate change threatens to make the antarctic fur seal extinct

Take a good look while you can

How climate change could wipe out this seal
Should emergency hospital weddings be made easier for the terminally ill?

Farewell, my lovely

Should emergency hospital weddings be made easier?
Man Booker Prize 2014 longlist: Crowdfunded novel nominated for first time

Crowdfunded novel nominated for Booker Prize

Paul Kingsnorth's 'The Wake' is in contention for the prestigious award
Vladimir Putin employs a full-time food taster to ensure his meals aren't poisoned

Vladimir Putin employs a full-time food taster

John Walsh salutes those brave souls who have, throughout history, put their knives on the line
Tour de France effect brings Hollywood blockbusters to Yorkshire

Tour de France effect brings Hollywood blockbusters to Yorkshire

A $25m thriller starring Sam Worthington to be made in God's Own Country
Will The Minerva Project - the first 'elite' American university to be launched in a century - change the face of higher learning?

Will The Minerva Project change the face of higher learning?

The university has no lecture halls, no debating societies, no sports teams and no fraternities. Instead, the 33 students who have made the cut at Minerva, will travel the world and change the face of higher learning
The 10 best pedicure products

Feet treat: 10 best pedicure products

Bags packed and all prepped for holidays, but feet in a state? Get them flip-flop-ready with our pick of the items for a DIY treatment
Commonwealth Games 2014: Great Scots! Planes and pipers welcome in Glasgow's Games

Commonwealth Games 2014

Great Scots! Planes and pipers welcome in Glasgow's Games
Jack Pitt-Brooke: Manchester City and Patrick Vieira make the right stand on racism

Jack Pitt-Brooke

Manchester City and Patrick Vieira make the right stand on racism
How Terry Newton tragedy made iron men seek help to tackle their psychological demons

How Newton tragedy made iron men seek help to tackle their psychological demons

Over a hundred rugby league players have contacted clinic to deal with mental challenges of game