As of: March 12, 2024, 4:35 p.m
By: Momir Takac
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The hardware store chain disgusted many people with a commercial.
© Hornbach/Screenshot
If you want to achieve something, you have to swim against the current.
That's probably what Hornbach's PR department thought when it came to a controversial commercial.
Munich – In everyday life we are confronted with advertising almost everywhere.
If you want to stand out from the crowd, place creative advertisements or come up with unusual slogans.
Hornbach and the car rental company Sixt are known in Germany for strange advertising.
However, the hardware store chain may have now overshot the mark by a clip.
Hardware store chain Hornbach is causing a stir with disgusting advertising
At the beginning of March, Hornbach posted a clip online on the official Instagram account that really heated up people's minds.
One word dominates the comments: disgusting.
Some users, for whom the hardware store chain lives up to its claim to extravagance, celebrate the advertising, but most find it repulsive.
You can see a large, dripping, yellow cocoon hanging from a tree.
Then you see something moving in the cocoon.
Suddenly a human head breaks through and slimy slime drips to the ground.
The person falls to the ground along with the cocoon and frees himself from his skin.
Covered from head to toe in slime, the person fights his way up and discovers a group of people doing DIY and gardening.
Then they wave to each other.
At the end the slogan “Every spring a new beginning” is displayed.
An advertisement from Sixt that satirized the train wasn't disgusting, but it was funny.
“It’s so disgusting”: Users find Hornbach advertising offensive
The clip, which can also be seen on television, has been commented on more than 200 times (as of March 12).
Most users are negative.
“This is so disgusting, I thought I was going to puke.
Sorry, it's the worst ad I've ever seen.
“I have never commented on an advertisement before, but I have to say that it is stupid and tasteless,” writes one user.
A woman also found an advertisement from the fast food chain Subway to be tasteless.
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Another calls on Hornbach to stop the advertising: “I was just eating and it all came back to me.” Yet another user thinks: “This advertising is disgusting.
“It’s absolutely disgusting to depict something like that.” A woman “can’t switch gears fast enough when this disgusting advert is on TV” – “Soooo disgusting!” She added three breaking emojis.
Hornbach justifies disgusting advertising and counters criticism creatively
Hornbach commented on the clip himself.
“Hornbach campaigns are known for being memorable and they invite you to be inspired for the next project and perhaps also to smile at the story,” answered a press spokesman when asked by
IPPEN.MEDIA
.
The hardware store tries to provide explanations in the comments.
For example, he replies to a user: “We are sorry if the film disgusts you.
But sometimes wonderful things can emerge from disgusting things like spring mud in the garden.”
In another response, Hornbach apologizes and says that it was not the intention to cause disgust.
“But our spots are always a bit crazy.
That's just part of us.
This year the spot symbolizes the annual slow awakening from hibernation and the joyful start of the gardening season.” In addition to original commercials, you can also occasionally find bizarre signs at Hornbach.
A customer discovered one in a hardware store in Munich.
(mt)