Lidl has launched its 2024 Christmas advert with a focus on giving to highlight the discounter’s festive toy bank partnership with Neighbourly.

The 60-second film, which will premiere today (3 November) across ITV1 and all of the discounter’s social channels, begins with a narrator speaking of magic to be had for “all but one”, with a young boy looking chilly on the side-lines as he watches other children sledging.

A girl, who notices him and appears concerned is stopped by an elderly woman on her way home who tolls her to “make a wish when the bell rings”.

At home, each family member goes to make a wish, from a giant gingerbread man arriving at the door to sprouts turning into a plate of biscuits instead.

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The little girl makes her wish to send her present – a Lidl woolly hat – to the little boy she had seen earlier that day.

It comes as Lidl’s nationwide in-store Christmas Toy Bank is returning this year and will call on customers to donate toys to children in need over the festive season.

Until 16 December, customers can drop off new and unopened toys, games, books, puzzles, and arts and crafts at any Lidl store across the country, which will then be distributed locally to children of all ages through the partner charity network.

As 97% of the grocer’s charity partners need toys to distribute this year, Lidl is aiming to donate over 100,000 toys, reaching more children than ever before.