Lidl - Beefgrudgery 'Ribeye'

  • Director

    Gavin Kelly

After the fun and food filled Christmas campaign from last year, Piranha bar and BBDO Dublin are back with a new jam for Lidl. This time round, it’s a claymation study of disgruntled Lidl products living in the shadow of Lidl’s award winning Irish Beef. In a uniquely Irish take on success, ‘Beefgrudgery’ shows bread, strawberries, cheese and a curmudgeonly turnip throwing shade on their fellow Lidl label mate. After all as any Irish person knows, anyone getting notions of grandeur deserves to be taken down a peg or three.

We designed some fun characters (socks and sandals! Flip flops!), meticulous sets and also filmed some magnificent shots of Lidl steak – just don’t tell the turnip. Director Gavin Kelly worked with a dream voice cast including the incredible John Kenny, Norma Sheahan, Tony Cantwell and Wexford’s own TikTok star Shauna ‘shaunadavitt123‘ Davitt. The strawberries had to be from Wexford, obviously.

Salutations to Lidl Ireland for once again drawing on Irish talent to craft a really entertaining campaign that will inevitably generate some chuckles. We had enormous fun working on this spot although laugh of the job goes to John Kenny when he inexplicably blurted out ‘and a bottle of orange!’ after one of his unintelligible rants! And we promptly stuck it in the spot.

Hopefully we captured enough of a cross section of characters that despite being clay modelled foodstuffs (via 3D animation), you might recognise one or two?

Beefgrudgery 'Rib Roast'

Credits

Director: Gavin Kelly

Producer: Emily Brady & Hayley Roche
Lead 3D: Jack Bowler
Animators: Can Erduman, Alex Bootz, Iobhar Stokes & Shaun Kelly
Animators: (Rib Roast) Shaun Kelly and Jack Bowler
Rigging: Sebastian Pfeifer
Additional 3D: Cormac Kelly & Orçun Akman
Character Designs: Gavin Kelly & Shaun Kelly
Roto & Paint: Dan McNicholl
DOP: Piers McGrail
Sound: Kevin Breathnach at Avondale Studios
Characters/VO: Mario Rosenstock/ Blaa; Norma Sheahan/Cheese; Mark Huberman/AvocadoBBDO

Agency: BBDO Dublin
Producer: Georgia Stevenson
Creative Director: Shane O’Brien
Art Director: Kevin McKay
Copywriter: Eoin Tierney
Project Director: Emma Corcoran
Director: Sinead Lee
Account Manager: Elana Murphy
Strategic/Planning Director: Sarah Hughes

Close
Close

Richard Chaney

Partner - Creative Head of Studio

Richard leads the studio—inspiring our multidisciplinary team, scouting emerging global talent and driving exploration of cutting edge technology. With his years of insight working with creatives, he translates studio briefs and collaborates with clients to produce award winning work.

Richard also develops original IP and builds creative partnerships with global brands. He has collaborated with some of the world’s leading names, including Juventus Football Club, Takara Tomy, Heineken, Three Mobile, Virgin Media, and Citroën.

Richard once designed Ireland’s first circular stamp.