Chris Kamara and Shaun Williamson front Lidl's festive Christmas advert

Chris Kamara is spreading festive cheer, and he is doing it with the enthusiasm of a man who has just spotted a plate of pigs in blankets. The football legend has joined EastEnders star Shaun Williamson in Lidl’s new Christmas advert, which the Mirror reported ^[1] launched on 3 November. The clip sees the pair, alongside Capital FM’s Kemi Rodgers and Strictly: Lights Up host Abi Clarke, fronting a star-studded campaign that promises to be "unbelievable".

According to the Daily Mail ^[2], the advert centres on Williamson, known for playing the ill-fated Barry Evans, who donning a festive jumper sings a reimagined version of Slade’s "Merry Xmas Everybody". The lyrics have been rewritten as an ode to turkey, prosecco, and other supermarket staples. In a standout moment, Kamara answers the door wearing a shirt covered in cartoon Santas, spots the food, and fist-pumps while yelling his iconic catchphrase, "Get in!".

The campaign positions itself as a direct competitor to the traditional tearjerkers from high-end retailers. While Waitrose and M&S have yet to debut their signature ads, the Daily Mail noted ^[2] that the race for the best festive advert is already heating up. Lidl’s approach focuses on fun and friendship rather than sentimentality, with the cast visiting neighbours to distribute treats and spread joy across the community.

Shaun Williamson expressed his delight at the project, telling the Mirror ^[1] that he "jumped at the chance" to help kick off the festive season in style. He described putting a fresh spin on the iconic classic as "brilliant fun", hoping to make viewers smile and feel the Christmas magic. Joanna Gomer, Marketing Director at Lidl GB, added that the ad marks the start of their celebrations, promising more surprises to come.

Lidl is not the only retailer flexing its celebrity muscles this year. Tesco has recruited Roisin Conaty and Anna Maxwell Martin for a narrative-driven spot about reconnecting with old friends, while Argos has cast Richard Ayoade as a Scrooge-esque character. Meanwhile, Sainsbury’s has brought back the BFG for a third year, featuring a giant with a cold and a delivery mission involving Brussels sprouts. As the battle for festive supremacy intensifies, Lidl has certainly raised the bar with its high-energy, star-powered approach.