Heimat’s over-the-top depictions of D-I-Y passion for home hardware retailer, Hornbach, are becoming ad-legendary. The newest release, Hornbach’s autumn campaign, is one of the silliest and funniest.

The spot acknowledges the bond between D-I-Y fans and their tools, with its message, “every project brings you closer”. (You’ll probably notice that there’s also a clever play on words.). It’s the love story of a man and his saw and it’s full of hilarious romantic clichés underlined by the French love song, Je veux que tu m’embrasses [I want you to kiss me] by Pascale Borel.

“Every passionate DIY enthusiast uses lots of tools and equipment. But they have a special relationship with at least one of them. Together they have been through much and achieved great things. It is time to honour these tools and equipment as they deserve,” stated Thomas Schnaitmann, marketing manager, Hornbach.

The film was directed by Spanish director Pep Bosch of Trigger Happy Productions.

The full campaign includes radio and a series of print ads featuring (very unconventional) wedding portraits of people marrying their tools, which were shot by Australian photographer, Daniel Gebhart de Koekkoek.