Lidl has enlisted Arnold Schwarzenegger as the face of its DIY tool range for a new ad campaign.
The Hollywood star and former Mr Universe stars in a tongue-in-cheeck ad, timed to promote a new batch of Parkside products arriving in Lidl stores from 7 September. He re-enact moments from his career, including from the Terminator films, as he tells viewers “You got this.”
“Everything I have ever built was because I had the power in the palm of my hands,” he says in the opening of the 20-second spot, adding “A plan is only as great as the tools you use to execute it”.
As the spot ends, it turns out the man he was talking to didn’t hear a thing because of his earplugs. “I’m sorry, what?” he asks Schwarzenegger, who tells him “You got this!”
The same line, which serves as tagline for the campaign, appears on the screen as well, alongside various Parkside products, which will be available in Lidl’s Irish shops from this weekend.
The range includes power tools, gardening equipment and accessories, with a total of more than 100 products.
In another advert, the actor says that he was never afraid to think outside of the box. “I built a new box!” he declares, making also a joke about his muscles and a reference to The Terminator films.