Lidl’s loving hockey mom

Rattling Stick director Pete Riski helms a tear-jerker spot for Lidl Finland that celebrates the crucial role parents play in helping their children on and off the pitch.  

With the Ice Hockey World Championships starting soon, Lidl announces its sponsorship of the Finnish Ice Hockey team with this lovely film conceived by agency Folk Finland and produced by Directors Guild Helsinki. 

The film's emotive storytelling is heightened by a moving soundtrack from Perfume Genius.

Directors Guild EP Juha-Matti Nieminen commented: “As the tournament is getting closer and closer, the advertising air is packed full of adrenaline-filled, high-energy, action films about the sport. We created a different approach for Lidl. We focused on those who support the teams and the players. Just like Lidl supports Team Finland, and every Finn supports their national team, there are real supportive people behind every single player. This is a story of one great supporter, whose impact goes on to create another.”