Andre Agassi shows off what he can do in the kitchen

Lidl's kitchen and household brand SILVERCREST is launching internationally with a new, independent brand identity. As part of its realignment, SILVERCREST has announced a partnership with former world No. 1 tennis player and eight-time Grand Slam winner Andre Agassi, who will also be the face of the brand's first advertising campaign.        

Under the motto "Makes your life easy," SILVERCREST offers a diverse product range as part of Lidl’s broader strategy to organize its non-food offerings into six defined theme worlds.   

SILVERCREST represents the kitchen and household category and is positioned as a brand focused on user-friendly access to powerful and intuitive technology for everyday tasks. With its extensive range, SILVERCREST is already the Number 1 brand for kitchen and household appliances in Europe.

Above: Andre Agassi shows off his two-handed backhand with pots and pans. Source: Silvercrest.

As a SILVERCREST brand partner, Andre Agassi highlights the role of precision and intuition both on the tennis court and in everyday life. For the former professional athlete and passionate amateur chef, a balanced lifestyle and efficient routines remain central. 

"Throughout my life, on and off the court, I have learned how much success is based on building the best possible support team. That's exactly what SILVERCREST does for my daily life: thanks to clever technology and effortless handling, I can prepare a healthy breakfast for my family while also helping out with the housework. My partnership with SILVERCREST is a perfect fit for me because the brand focuses on areas where modern technology makes a real difference. Life can be hard, SILVERCREST helps make it easier. That leaves more time for what matters most: spending time with the people who are important to me," says Andre Agassi. 

The campaign presents a humorous look into Agassi’s daily routine, with SILVERCREST products featured through the perspective of the “inner voices” of his and Stefanie Graf’s two pets, creating a dialogue that accompanies activities such as cooking, ironing, and cleaning.

The campaign features a range of products including a hot air fryer, cookware, a steam ironing system, and a cordless vacuum cleaner. 

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Source: Silvercrest

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