Lidl

Filmed in the Summer of 2022, Alex was featured in Lidl GB's leading advertising campaign of that year. Under the direction of television commercial heavy-weight Jim Gilchrist (Staysure, Purple Bricks), Alex portrayed a cricket umpire who signals that the last ball landed outside the area of play. The commercial, titled Big on British, was produced by Outsider TV for Lidl GB and was broadcast across the United Kingdom and Ireland, excluding Scotland. Parts of the campaign were also used online.

The following year, Lidl's new Big on a British Summer commercial also featured Alex as a cricket umpire.

The commercial showcases the very best of everything British. From Lidl's products to saluting a magpie and, of course, cricket! If it's quintessentially British, the chances are it features in this fast-paced montage of an advert.

Watch the Big on British and Big on a British Summer commercials below...