Tuesday 22 August 2023

Hip to be square


If anyone asked me which German brands have cracked it in terms of consistently distinctive and entertaining advertising, Hornbach would be on the list. Maybe top of the list. And here comes the latest campaign from HeimatTBWA for the Autumn. 

I remember from my IKEA days that living space per person is on the decline, through choice (sustainability) or necessity, or both. The creative idea in this camapign is to bring the (increasing)value of each square metre to life.

And what better way to do that than to use the little-used square film format to show that “every square metre deserves to be the best in the world.”

The beautifully conceived, constructed and produced commercial shows the life of a man who lives in a world of tiny spaces. A little bit Alice-in-Wonderland. The film features actual built room sets rather than special effect-trickery. It’s nicking a little from IKEA but nevertheless shows what’s possible when you let creativity and ingenuity loose in a small space.

And the music is brilliant!

Ja Ja Jippie Jippie Yeah!

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