Christmas commercial from Edeka triggers angry reactions - "From today your shop will be avoided"

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

- as with many other companies: Every year there is a

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

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:

and

.

What a socially meaningful topic like this is unusual: The promotional video “

” 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

.

“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

and flooded the company's

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

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

instead of

: “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

: 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

into account beforehand?

Not clear.

List of rubric lists: © Hauke-Christian Dittrich / dpa