Parkside, Lidl's exclusive DIY brand, has announced a new campaign starring actors Arnold Schwarzenegger and Ralf Moeller. This initiative marks the first time the two have appeared together in an advertising campaign, with a clear objective: to encourage the public to get their hands dirty and carry out their own "Do It Yourself" (DIY) projects.
The campaign, which officially launches today, September 1st, 2025, takes a direct and motivational approach. Reinforcing the motto "You Can Do It," the central message of the campaign is that Parkside allows anyone to have their own workshop at home, regardless of experience or budget. The brand aims to encourage people to embrace DIY projects, big or small. Here, the focus is not on perfection, but on having the right support and tools to make it happen.
According to Arnold Schwarzenegger, “ From Terminator to Motivator: the partnership with Parkside was made for me. No DIY project is too complicated, no challenge is too big – you just have to want it and believe in yourself .”
“ Do-it-yourself is truly fantastic. Creating something with your own hands and seeing the final result – there’s nothing that compares to that feeling. I didn’t need to think twice about supporting the Parkside campaign, especially since I’ve always been enthusiastic about DIY projects ,” says Ralf Moeller.
Martin Alles, Senior Vice President of Brand at Lidl International: “ As the best-selling DIY brand in Europe, Parkside represents high-performance tools, but also the courage to get your hands dirty. Our new campaign with Arnold Schwarzenegger and Ralf Moeller shows exactly that: how much is possible when you believe in yourself. They both embody the spirit of Parkside – determination, initiative and the conviction that everyone can master their own project .”
The campaign will be broadcast in various formats, including television, social media, and digital platforms.
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