Derry indie-folk artist SOAK, who is currently sound-tracking Lidl’s 2016 Christmas ad campaign, was chosen because her unique, local voice captured perfectly the retailer’s desired festive mood, it says.
The 2016 Choice Music Award winner contributed her own version of Hugh Martin and Ralph Blane’s timeless, ‘Have Yourself a Merry Little Christmas’, for the German discount retailer’s ‘Homecoming’ campaign.
Lidl Ireland said it loved SOAK’s take on one of the classic Christmas tunes, first made famous by Judy Garland and later by Frank Sinatra, and that her version provided exactly the heart-warming feel the supermarket wanted.
“SOAK was chosen as we felt her voice was unique, her version of the song really enhanced the advertisement and captured the mood we were going for,” a Lidl spokesperson said.
The commercial, commissioned by the Chemistry agency, directed by Henry Mason, and produced by Antidote Films, features a widowed grandfather figure being surprised by his family at an old homestead in the country.
SOAK, said Lidl, added the atmospherics with her take on the Christmas classic.
“The sense of place was important, and an Irish Christmas is defined by the younger and older generations coming together under one roof is something that we set out to capture and obviously having a young voice with a classic track was a great way to link different generations also.
“We were delighted to choose a local voice in SOAK and are thrilled with the reaction to the advertisement,” the spokesperson added.
“The ad was filmed on location in County Wicklow over three days with production company Antidote.
“‘Homecoming’ as we call the campaign reminds us that it’s the people, not the presents, that are most important at Christmas with the line ‘Share more special moments this Christmas’,” said the retailer.