Edeka publishes a Christmas clip - and the actual topic is completely in the background.
Instead, a socio-political debate is triggered.
A
Christmas message from Edeka
causes heated spirits and critical reactions on the Internet.
Has the supermarket chain
factored
in
the
shit storm
for "Let's be happy and colorful"?
There are
indignant comments
regarding the clip from several points of view.
Hamburg - tradition at
Edeka
- as with many other companies: Every year there is a
Christmas commercial
that puts the range of the supermarket chain in the foreground in a sometimes humorous or emotional context.
In the best case, the company or its marketing agency succeeds in
attracting attention
with polarizing content
.
This seems to have definitely succeeded with this year's work, the title of which is an allusion to a well-known Santa Claus or Christmas carol:
Edeke commercial: xenophobic or racist?
Outraged reactions on Facebook and Co.
It is about topics that are socially important and will continue to cause heated spirits in Germany in 2020:
cultural diversity
and
racism
.
What a socially meaningful topic like this is unusual: The promotional video “
Let's be happy and colorful
” provokes excited spirits across various political camps.
"Here people are reduced to their origins and compared to food," is a reaction on the Internet that
attests to
the supermarket chain
xenophobia
.
“Bravo Edeka, racism” assumes another statement.
+
Entrance door of an Edeka market: The discounter chain is heating up people with a Christmas advertising clip (symbol image).
© Hauke-Christian Dittrich / dpa
It did not take long, however, before many users were
annoyed
by the propagated
colorful diversity
and flooded the company's
social media channels
with harsh reactions
.
Hundreds of critical comments follow from users who never want to buy from the chain again.
It's about anger about the
multi-cultural society
and the actions of political decision-makers in matters of immigration.
Edeka earns criticism after the multi-cultural clip: "Shopped for the last time"
"From today your shop will be avoided" or "Not a cent.
Yesterday I shopped with you for the last time !! "are the nicer comments.
However, there are also users who are annoyed that a German discounter
is advertising
foreign cuisine
instead of
traditional cuisine from their home country
: “Dear Edeka, what is your problem with a German Christmas dinner?
I'm still proud of my German Christmas traditions, and that doesn't include sushi or anything like that. ”The fact that a young girl apparently brings a different friend home with her every Christmas also provokes indignant reactions.
Edeka commercial with a supposedly political statement divides minds on the Internet
By the way, a clear sign is shown by clear statistics under the company's
YouTube clip
: Less than 2,000 likes are compared to more than 35,000 dislikes - people who don't like the video's message (as of December 2).
Whether the makers of the supposedly harmless commercial
had taken
such a split
into account beforehand?
Not clear.
(PF)
List of rubric lists: © Hauke-Christian Dittrich / dpa