Goodness, the number of things you learn about people by watching what - and how - they shop. The O'Connors mum has given up coffee and meat, but apparently not that her sons will find themselves a girl and perhaps get married at some point judging by her pointing out the "family pack size" of condoms available. Both sons gracefully bow out of that particular conversation and seek out twenty other ways to make potato instead because a man can not live on rice alone. Because rice doesn't go with everything. Wise words, son.

The idea to just film ordinary people doing ordinary things came from the observation that reality TV is currently extremely popular in Ireland. Award-winning documentary filmmaker, Ken Wardrop, brings his natural flair for capturing relaxed and relatable interactions to an ordinary supermarket trolley in this series created by ad agency Chemisty.

“TrolleyCam’s charm lies in its honest and effortlessly enjoyable insight into an activity that affects us all,” explains Sinead Cosgrove, Planning Director at Chemistry. “We see the fascinating and varying dynamics; from a mother fending off her children’s pleas for fast food to a couple expecting a baby stocking up on supplies – many of whom are pleasantly surprised at how little their full shop cost at Lidl.”

Robert Boyle, Deputy Creative Director of Chemistry, comments: “We worked in close conjunction with Antidote’s Brian Raftery and director Ken Wardrop – a huge talent and a pleasure to work with. The casting involved an extensive six-week process and covered over 450 people, with a strong focus on the needs of the project and the desire for diversity.”

The TrolleyCam also offers a way to show how much Lidl's offerings have changed. As the pregnant lady in another TrolleyCam ad notices, they even have robot vacuums.

See also The Smyths, Luke and Amy, Adrian and Mary, Craig and Maired and Denis and Marie.

Agency: Chemistry Client Service: Dee Gunning, Audrey Farrelly, Emma Spicer Planning Director: Sinead Cosgrove Agency Producer: Fiona McGarry Executive Creative Director: Mike Garner Deputy Creative Director: Robert Boyle Copywriter: Donal O’ Higgins Digital Strategy: Lynsey Paisley Production Company: Antidote Director: Ken Wardrop Executive Producer: Andrew Freedman Production Coordinator: Paula Stewart Lead Researcher: Brian Raftery Cinematographer: Roman Bugovskiy Cinematographer: JJ Rolfe Production Design: Joe Fallover Post Production: Windmill Lane Studios Editor: John O’Connor Assistant Editor: Mark Pigott Colourist: Matt Branton Flame Artist: Ian Jacobs Graphics: Shayne Murphy MUSIC Original, composed by John Hardy "Full Shop" Copyright Title: “Hey Soul Sister” Writers: Monahan/Bjoerklund/Lind Rearranged by Sponge Music Voiceover: Bob Kelly Recording Studio: Number 4 Studios, Dublin Sound Engineer: Mark Henry
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (1)

  • Eithne Lalor's picture
    Eithne Lalor (not verified)

    I find Lidl's "O'Connors" advertisement offensive: I strongly object toswearing and the trendy, vulgar way the "mother" loudly announces that she is picking up "a family pack of condoms". Up to now, I thought Lidl and Aldi's ads were amusing but this is overstepping the mark. I have also written to Lidl

    May 21, 2017

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