For the whole family, Christmas means joy, hustle and bustle, and merriment—but also work. Decorating the home, baking cookies, and preparing the Christmas roast are among the tasks that are typically taken on by women. To celebrate Santa Claus’s arrival, mothers, daughters, daughters-in-law, and grandmothers go above and beyond. Doing all that work for a man seems anything but emancipated and modern. Lidl agreed and is now introducing“Santa Clara”to its Austrian customers.
The Modern Christmas Revolution at Lidl
Santa Clara embodies the Christmas spirit of a young and open-minded society. Through her, Lidl is joining the gender debate and honoring the role of women during this reflective time of year. The commercials are accompanied by a catchy song by Emily Roberts, giving them an atmosphere that is both festive and danceable.
During the Christmas season, women strive for perfection in the home so that their loved ones feel comfortable. Yet in the end, it’s Santa Claus who gets all the credit—and it’s not uncommon for milk and cookies to be left on the mantel for him. Santa Clara, on the other hand, draws attention to the stress and hustle and bustle that women face in the run-up to Christmas. In the commercial, she steals the spotlight from her male colleague. He, however, joins the impromptu Christmas party, proving that Santa Clara is right.
Christmas is for everyone—and so is Lidl
This is the theme of Santa Clara. Lidl’s high-quality products allow spouses and children to get involved in the preparations for the Christmas season. This gives those baking cakes and wrapping gifts more free time, allowing them to prepare for the holiday in a relaxed manner. With Lidl, Christmas Eve is a celebration for everyone.
The whole family is excited and eager to see what gifts will be under the tree later. When Santa Claus and Santa Clara—played by the mothers and daughters—work together, just like in the commercial, the celebration turns into an unforgettable event.
