I delivered that by opting for colloquial spellings and local texture. Choices like translating “big guy” as “voinicule” (a fun understatement, a way of describing a small or young person as surprisingly strong) enriched the copy with uniquely Romanian humor.
The campaign preserved its intention and the sense of a global superstar feeling like a neighbor, but with an authentic Balkan twist. It rolled out successfully across TV, social, and OOH. As of autumn 2026, it’s still active for both Lidl and Kaufland.
I also consulted on the choice between dubbing and subtitling. Locally, movies are most often subtitled and ads are dubbed. In spite of that, I recommended subtitling here, so as to preserve an instantly recognizable voice.