As of: March 18, 2024, 3:54 p.m
By: Momir Takac
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Hornbach's commercials are debatable.
Some love the hardware store chain for this, others just shake their heads - like in a new clip.
Munich – Whether surfing the Internet, on television, or in train stations: Where there are a lot of people, advertising is omnipresent.
If you want to stand out from the crowd, design your advertising in such a way that people will talk about it.
Hornbach, which like Sixt is known in Germany for original campaigns, has once again taken this to heart.
But the spot disgusts many viewers.
“I could throw up every time”: Hornbach advertising causes horror
The hardware store chain posted a clip online on its official Instagram account at the beginning of March, which can now also be seen on television.
As can be seen from the numerous comments, very few people like it.
Although some praise Hornbach for the spot, most are disgusted.
At the very beginning of the commercial you can see a large, dripping, yellow cocoon hanging from a tree.
Suddenly something moves inside.
In the next sequence, a human head breaks through and slimy slime drips to the ground.
Then the cocoon falls to the ground and the person frees themselves from their skin.
Covered from head to toe with slime, the human gets to his feet and spies a group of people doing DIY and gardening who greet him.
At the end the slogan “Every spring a new beginning” is displayed.
“Most disgusting and worst advertising”: Hornbach commercial is not well received
“The most disgusting and worst advertising!” writes one user.
“He could have started out as a beautiful spring butterfly without slimes... But that’s disgusting!” commented another.
Yet another user doubts the success of the advertising.
“Does Hornbach want you to think of that disgusting goo every time you see the name here or the logo…?” he asks.
“I could throw up every time I see that!!!!” reads another comment.
There is also a request to Hornbach to remove advertising from the program.
There was also disgust on a cruise ship, as a TikToker described.
The hardware store chain is pleased that the commercial is getting people talking.
“Hornbach campaigns are known for being memorable and they invite you to be inspired for the next project and perhaps also to smile about the story,” said a press spokesman when asked by
IPPEN.MEDIA
.
A key idea when producing the advertising was that every idea “could turn out to be something great.”
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Hornbach apologizes for disgusting clip
Hornbach also speaks out in the comments.
“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,” writes the hardware store on Insta.
They are sorry if the clip causes disgust, “but sometimes beautiful things can come from disgusting things like spring mud in the garden,” apologizes Hornbach.
Edeka also impressed with an original advertisement after the Oscars.
(mt)