BERLIN, GERMANY — It feels like a fresh start when the powerful force of a monster truck takes out a withering garden. And it takes just two seconds to realize that HORNBACH’s new TV commercial once again opens the spring season in typical HORNBACH fashion. With a wheel barrow full of crazy and a deep pond of humour.
As one can come to expect, HORNBACH’s newest eye-popping spring ad also bears several layers of meaning. Naturally, it is first and foremost about gardening and innovative landscaping. It’s about desire, the passion to create and the drive to get started; traditional pillars of HORNBACH communication.
However, the typically light-hearted topic of spring being portrayed with such brute force expresses more than meets the eye – as the ad’s tonality captures the current emotional state of Europeans, in need of a release after months of lockdowns.
‘Make room for yourself’ – the enlivening key message of the new film is an ode to freedom. To the freedom one find in their garden, from digging for a pond to tearing down a shed. And the freedom that everyone longs for after a year’s worth of dealing with a pandemic. And what better to way to create that freedom than a five-ton monster truck dancing and spinning through a garden with grace of a ballerina. After all, old things must go for something new to be created.
‘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.’ explains Thomas Schnaitmann, Head of Brand International for HORNBACH.
Heimat founder Guido Heffels adds: ‘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 developed under the direction of Martin Werner in collaboration with CZAR Film GmbH in Berlin. The music is from 48k and the composer Thomas Berlin.
CREDITS
Agency: Heimat Berlin
Production: CZAR Film GmbH
Director: Martin Werner
Sound design: Loft Tonstudios GmbH
