Lidl Parodies German National Anthem in Sarah Connor Ad, Drawing Praise and Criticism
The retailer enlisted Connor’s past anthem slip to underscore its biggest price cuts in hopes of boosting its value message.
Overview
- Lidl rewrote the anthem with lyrics like “Einigkeit in Preis und Kaufkraft für das deutsche Portemonnaie” to highlight price cuts on around 500 items.
- Popstar Sarah Connor features in the spot, playfully invoking her 2005 Allianz-Arena gaffe for a self-ironical twist.
- Marketing chief Alexander Lafery says the Spar-Hymne aims to reinforce Lidl’s promise of lasting lower prices for customers.
- Social media responses have split, with some users calling the jingle clever and others condemning it as disrespectful.
- Many shoppers report the parody stuck in their heads, with customers singing the tune in store aisles.