Joe Duffy swaps the airwaves for aisles in debut post-Liveline role

Extra.ie​

7 hours ago

After years of speculation about what his post-RTÉ career might hold – from setting up shop in the Áras to whispers of a switch to rival stations – Joe Duffy has finally revealed his first move: fronting Lidl's latest advertising campaign.
The longtime broadcaster has taken a theatrical turn, starring in a tongue-in-cheek ad that sees him portraying a detective probing suspiciously low prices.
The campaign, titled 'Value Beyond Belief', is the first in a three-part online series marking the launch of Lidl's new rewards app. Joe Duffy has finally revealed his first move since Liveline. Pic: Lidl Ireland
Wearing a trilby and stepping into a Lidl store as moody jazz noir music plays, Duffy delivers the opening line: 'I promised myself I was out,' he says. 'No more talk, no more questions, just an average Joe. But questions, they don't take no for an answer.'
In classic hardboiled style, he follows a mysterious lead: 'I received an anonymous tip from a woman called Margaret Mary O'Brien from Ballinasloe. She claimed the Lidl Plus app now has points and the value is so unbelievable that it must be a conspiracy.'
At one point, faced with the inexplicably low cost of blueberries, his calculator combusts, 'They don't want us to know Margaret,' he mutters, casting a glance at a surveillance camera as he exits the store. View this post on Instagram
A post shared by Lidl Ireland (@lidlireland)
Lidl says the series is designed to promote their new Lidl Plus app, which gives shoppers access to exclusive in-store discounts.
A spokesperson said: 'As one of the country's most prolific broadcasters, we're delighted to partner with Joe Duffy on the new 'Value Beyond Belief' film noir-inspired social series to support the launch of our new Lidl Points customer rewards scheme.'
Duffy signed off from Liveline for the final time in an emotional show last month, with rumours swirling on whether he would seek a nomination for the upcoming presidential election. The longtime broadcaster has taken a theatrical turn, starring in a tongue-in-cheek ad that sees him portraying a detective probing suspiciously low prices. Pic: Lidl Ireland
However, taking to social media on Saturday, Joe said he wants to be 'absolutely clear' on his plans.
He wrote: 'Thanks, but to be absolutely clear I am NOT seeking a nomination from any politicians, local or national, for the office of President. The campaign, titled 'Value Beyond Belief', is the first in a three-part online series marking the launch of Lidl's new rewards app. Pic: Lidl Ireland
'I will not be adding anything further.'
So for now, Duffy's traded politics for prices – and presidential rumours for puns.