December 1, 2015
Christmas Advertising German-style
Once upon a time in Adland, Christmas Advertising only showed red-faced, jolly old people, many of whom were called Santa. If they had white hair, it was in the form of a dubious wig, which was attached to a dodgy white beard, which was all self-consciously part of a silly costume. We were all in on the gag. And we all played along. Not much thinking required.
This year – and I’m not saying this is a bad thing – we’ve seen an altogether more realistic take on white-haired elderly folk. I say “more realistic”: in fact, many appear to live on the moon, and have telescopes rather than oxygen suits, but that is a detail. Like I say, this year, realism is in. And reminding us that it’s no fun being old and alone at Christmas is the 2015 Zeitgeist.
If you think I am referring to John Lewis, trust me, they are only mid-table when it comes to this game. Over in Germany, they do JLP on acid:
Subtle it ain’t. And I’m not sure how many Edeka groceries it will shift. But it will provoke thought. For that, I salute the agency team at Jung von Matt.
Merry Christmas all !
15 Comments
Goodness me, I’m pleased you said Merry Christmas and not Happy Christmas! It certainly is a thought provoking ad – and interestingly enough I got it without even reading the subtitles, so very straightforward. As you say though, not sure how many turnips it will sell! Phil 🙂
Thanks Phil. I’m not sure how big a share of wallet turnips are, but I agree that this ad, though memorable and truly stand-out, might not have shoppers rushing through the door! Mark ; – )
Scheisse brutal! Too much reminds me of my life. Maybe a bit over the top but right to the point. Love it!
Thanks Christian. I liked it also – sort of despite myself, and despite the melodrama !! M
In reality I doubt that stunt would lead to a happy Christmas. Guilt is a very blunt instrument.
Emotion laid on with a trowel. Modern Dickens.
Calum: agreed. But I’m still drawn to the audacity of this ad. John: agreed. Is that a compliment of sorts ? Thanks for posting both. M
Hi Mark
I loved it.
Hard hitting and to the point.
I would shop with them just to say thanks… Because it made me ring my father.
Sometimes we all need reminding..
Adored the sentiment and the hard edge.
They put into pics things many of us have thought about.
James
James – thanks. An ad that makes you DO SOMETHING (rather than just BUY SOMETHING) is a powerful ad by any standard… All the best. Mark
I’m obviously too hard-hearted….this ad just made me laugh out loud! It is so typically German and of course nothing like that would ever be made for the British audience…. Interesting how the creative style is so similar to ads we are seeing here though.
Yes, Caroline, this ad is certainly dividing opinion !! But. apparently, bigger viral-wise than the JLP commercial. Who knew? Who had even heard of Edeka ? Thanks for posting. Have a great Christmas. Mark
The ad plays on the conscience and invokes feelings of guilt, perhaps sadness, then a sigh of relief in the end. I wonder though what Grandpa will do to get everyone to come home next Christmas…
Thanks for commenting Lydia ! I hope all goes well in Nairobi. Have a lovely Christmas all of you… Mark : – )
And here is how it also could have ended…
https://www.youtube.com/watch?v=ifg6SHfpMxE
Another way of German humour.
Frohe Weihnachten!
I should warn readers that Sebastian’s sense of humour may not be everybody’s !!
Merry Christmas all !! M : – )
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Brand refreshment is probably overdue:
3 years ago
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