Lidl: Kids Gone

There's a touch of the Brothers Grimm in Lidl's dark Christmas fairytale, a cautionary tale about how stress, anger and tension is tearing the fabric of society apart and its effect on the younger generation.  

Created by Überground Hamburg, and directed by James Lees through Berlin-based EASYdoesit, the short film opens on a world devoid of festive cheer, cutting between scenes of parents embroiled in bitter arguments. Disappointed by the bickering behaviour of the grown-ups, the kids slip away, lured by the promise of a real Christmas in a magical, snowy kingdom that hovers above the sea. Conjuring stepping-stones out of presents, they finally make it to the promised land, a wonderland of gifts, good food and harmony.

By the time the adults realise the children are missing and catch up with them, it's too late - the 'ladder' collapses, leaving them marooned in the cold, dark reality of their own making. A salutary warning about the real meaning of Christmas, and a refreshing departure from the usual saccharine fodder at this time of year.