Heimat Berlin’s commercials for Hornbach have become legendary with their cinematic quality, slow motion action and emotive nature. This year’s spring campaign is one of the best. Less surreal than its early predecessors but just as mad and every bit as humorous.
The 60-second spot shows the powerful force of a monster truck taking out a withering garden. As always, the commercial contains several layers of meaning. First and foremost it’s an encouragement to get out and do some gardening and innovative landscaping. It’s about desire, the passion to create and the drive to get started; traditional pillars of Hornbach communication. Beneath the surface, however, it also captures as the current emotional state of Europeans, in need of a release after months of lockdowns. Make room for yourself, the key message of the new film is an ode to freedom.
“Each new beginning needs space. This is our invitation for people to create this space. With tons of passion and fun, but in an unusual way as always,” explained Thomas Schnaitmann, head of brand international for Hornbach.
Heimat founder, Guido Heffels, added, “The selection of a woman as the protagonist was not based on the intention to spark a well-meant discussion about gender. Our heroine was simply the best choice for this ad.”
Heimat founder, Guido Heffels, added, “The selection of a woman as the protagonist was not based on the intention to spark a well-meant discussion about gender. Our heroine was simply the best choice for this ad.”
The film was directed by Martin Werner through CZAR Film in Berlin. The music is from 48k and the composer Thomas Berlin, with sound design by Loft Tonstudios.
The full spring campaign is running across TV, digital videos, display ads, social media, POS, radio, posters and flyers in Germany and Europe.
