The internationally expanding retail group Lidl has assigned MEDIA CONSULTA with the conception and production of three TV commercials to promote the discount chain’s trainee campaign entitled “Dream Team 2006”, motivating school-leavers to apply for trainee positions with Lidl. The campaign website went online on January 14th, while the three new commercials themselves were first broadcast on January 16th. They can now be seen nationwide in Germany on channels with youth and sports appeal such as RTL, MTV, VIVA, VIVA+ and DSF. In each of the three commercials developed by MEDIA CONSULTA, the theme is of course football – given the fact that 2006 is World Cup year. In an original, tongue-in-cheek style, the commercials communicate the similarities between football and an apprenticeship with Lidl: the will to achieve, an enthusiastic approach and team spirit are attributes which professional footballers and Lidl trainees have in common. For the 30-second ad “Changing room”, MEDIA CONSULTA was able to secure the services of Hertha BSC manager Falko Götz, who motivates the trainees of the “Lidl Dream Team” to reach for the stars. After coming out of the changing room and passing through the underground passageway, however, they find themselves not in the Olympic Stadium but in a Lidl supermarket. In “Duel”, the famous Bundesliga striker Mike Hanke of Vfl Wolfsburg dribbles his way through a Lidl store along with a professional colleague – only to lose the ball spectacularly to two Lidl trainees. In the third commercial, “Goalkeeper”, a Lidl apprentice makes a save in Oliver Kahn style to catch a customer’s ketchup bottle as it falls out of her over-full shopping trolley. All three commercials were produced entirely in-house by MEDIA CONSULTA TV & Film Productions and were shot in a Lidl store, the Berlin Olympia Stadium and in the Hertha BSC changing cabins. They were directed by Dominic Müller.